The Perspective 
Monday, 21 July 2014


David Anzia
Senior Vice President - Sales
Frank Mayer and Associates, Inc.
 

Tablets have been touted as “reinventing” and “revolutionizing” retail. Retailers and consumer-facing businesses have been testing the use of tablets to gain operational and marketing advantages, and they like the results. Here are some ways retailers are getting big impact out of small screens.

Brand Collaboration

In some cases brands have joined forces with key retailers to test tablet kiosks.
Target is reported to have tested iPads loaded with product content from Johnson and Johnson’s BabyCenter parenting website in baby departments of 10 Illinois stores. The test initiated in 2013 also included trained staff members with the aim of providing a more specialty store type of experience for new parents.

Engagement Tools

Tablets can also improve the process of trying on clothes either by providing convenient access to inventory for additional size, style and color options or virtual mannequin software that lets shoppers try a look digitally. They can also be tools for social feedback.

The flagship store of London retailer Karl Lagerfeld has installed iPads in dressing rooms to allow shoppers to take selfie photos with their clothing finds to send to friends.

Product Creation Stations

Tablet touchscreens provide a functionality that allows shoppers to try out design options and get creative. A number of athletic shoe brands like Puma and Nike have incorporated tablet customization into their retail strategies. To add impact to the experience a digital signage connection allows customers to show their creations to a wider in-store audience.

Signage

Tablets can replace paper signage. In fast changing categories this means up-to-the-minute product information. They give retailers the ability to cater to sophisticated shoppers who want detailed product specifications for high-end purchases like electronics, creative content for categories like fashion or pairings and source of origin for food.

Kate Spade has replaced paper signs with iPads placed strategically throughout the store to display product information and relevant content. Part of that content will be user-generated images designed to increase dwell time.

POS Devices

Using tablet at restaurantRetailers who are using tablets for checkout appreciate their multi-functionality.  They can accommodate inventory checking, ordering, product information and sales associate training.

The IHL Group reports (Mobile POS: Hype to Reality, May 2013) that tablets have been most popular as POS devices with independent retailers and mall-based specialty chains. Falling into neither of those categories, Whole Foods Market plans to expand checkout locations in several of its stores by testing tablet checkout stands at fresh sandwich and coffee stations.

There’s so much more to launching a tablet program than just choosing a tablet and an enclosure. Our latest whitepaper Using Tablets to Transform Retail Experience can walk you through all of the considerations that go into planning a successful program.

Posted by: Admin AT 08:15 am   |  Permalink   |  0 Comments  |  Email
Wednesday, 16 July 2014

David McCracken
President
Livewire Digital

 

Hi, my name is David, and I’m a Disney-holic.

My family and I have been going to Disney World almost every year since my kids were young. Now that my grown kids aren’t “kids” anymore, we experience the parks in different ways but still love it just as much. On our family Disney trip last month, we couldn’t stop talking about the newest technology advancement that was included in our experience.

Disney’s MagicBands are light, colorful bracelets that make the whole guest experience seamless and simple. They were developed as part of Disney’s billion-dollar MyMagic+ interactive technology system and take customer engagement to a new level.

Let me tell you, if anyone knows omni-channel engagement, it’s Disney.

Inside each MagicBand is a microchip that acts as your interactive key to the parks. Your bracelet grants admission when you wave it over a ticketing reader at the park gate. It saves your place in line for attractions — that’s Fast Pass to you Disney veterans — and your reservations at restaurants. It can let you into your Disney hotel room, keep track of your pictures taken by park photographers, and be used as a charge card to make purchases. It even activates the Sorcerers of Magic Kingdom, an interactive game played at the park.

As someone who can’t even count the number of times my kids lost a hotel room key or FastPass ticket, I see how valuable MagicBands are in easing the stresses and hassles of a family vacation!

The magic behind MagicBands is Radio Frequency, or RF, technology. This is the same tech used with keyless car entries, credit cards, and wireless video game controllers. MagicBands also connect with Disney’s existing interactive software (website, mobile apps, etc.), creating a true omni-channel network.

I couldn’t help but think of ways this technology could be used to bring the customer experience together in many different industries:

Retail:

    track preferred customer programs
    offer special discounts
    make restaurant reservations
    monitor pre-purchase or early-bird access

Healthcare:

    store patient identities/histories
    grant approval for services/privileges
    track process through the system
    schedule appointments

Hospitality:

    grant access to rooms
    book reservations at local attractions
    track loyalty programs
    interact with kiosk software to bring up previous search histories

The sky’s truly the limit with this technology. And would you expect anything less from Disney? What other uses can you see for RF technology like this?

Posted by: Admin AT 11:24 am   |  Permalink   |  0 Comments  |  Email
Email
Twitter
LinkedIn
Facebook
Digg
Delicious
StumbleUpon
Reddit
Add to favorites
PROJECT HELP 

Our members are among the most prominent and respected suppliers of digital signage, kiosk, self-service and mobile technology solutions.

Request project help from DSA members

 The Perspective 
Latest Posts
Archive
Categories

Testimonials 
“Participating in the Digital Screenmedia Association enables us to keep a pulse on the industry. It gives us access to a wealth of experts to share ideas and enables us to build more effective solutions for our clients.”

Brian Ardinger
Entrepreneur in Residence
NUtech Ventures, Inc.


Twitter 

Digital Screenmedia Association | 13100 Eastpoint Park Blvd. Louisville, KY 40223 | Phone: 502-489-3915 | Fax: 502-241-2795

ASSOCIATION SPONSORS

     

Website managed by Networld Media Group