DDi - April/May 2012 - (Page 8)

8 | From the Editor The pocket register H ow do you view your customers today? Or, put it this way: in a world where 35 percent of consumers own a smart phone—how do you view, understand and accept the fact that one out of every three customers is walking through your store with a fully functioning cash register in her pocket? I’m what you might call a “middle of the road” technology adopter. I was not one turning all of my assets to bricks of gold during the Y2K build up, but I also still kind of miss not having a printed-out instruction manual when I get a new tablet or computer. I am, however, quite possibly the worst example of a typical customer trying out a new technology in-store for the first time. In the name of research, I recently attempted to pay for an iPad accessory at a nearby Apple retail store using the new Apple Store EasyPay app on my iPhone. As a lifelong “goody goody” who has never stolen a thing in her life, I found this experience horrifically anxiety-inducing. Call me old-fashioned, but as a prolific shopper, I still find there is something comforting, satiating and gratifying in the perhaps mundane but routine practice of waiting in queue, taking out your wallet, paying for your item, receiving a receipt and moving on your merry way. But, I’m an editor who writes about retail experiences, so here goes nothing. As I “checked out” my purchase in the store on my phone and got confirmation of receipt of payment (EasyPay actually was pretty easy), I suddenly looked up from the middle of the store aisle, half expecting one of the Blue Shirts to run over and high-five me for mastering the Apple Store payment app on my own. Instead, the Blue Shirts continued helping the folks who needed help, and I stood there alone, purchase and phone in hand. As I visualized exiting the store, a wave of panic began to settle over me. What happens next? I was certain that if I crossed the threshold from store entry to mall corridor, I was going to set off some silent alarm. Did my payment actually go through? Was the iPad case supposed to be de-sensored first? Did I need to show someone my receipt? Was mall security going to bust me in the parking lot, tackling me from behind and cuffing me by the foot of my car in front of friends, neighbors and coworkers?!! WAS I GOING TO BE ON THE 5 O’CLOCK NEWS???!!! The fear of the unknown was too great. I took a step toward the door, fully expecting to spend the night in lockdown, calling my husband to pick up the baby, because my retail thievery had gotten the best of me. Instead, a Blue Shirt by the door told me to have a nice day. And I exited the mall unscathed. I’m not sure if my internal freak-out was a statistical anomaly, or if my reaction is the norm for the average technology user in today’s retail stores. Regardless, I’m now an adopter. Perhaps a timid adopter, but I’m getting there. That’s why we’re super excited to share some of the latest high- and low-tech innovations happening in stores all over the world. Check out page 34 for some great new technologies hitting the scene, including a story on the prominence of mobile wallets proliferating the retail market (a story I perhaps should have read before heading to the Apple store). Technology is as technology does. Any technological innovation you invest in and implement in your stores will only be as effective as the usage and convergence it garners from your customers. An app is just an app—unless it’s enticing, relevant and used enough to actually expand a brand’s offer and make a statement. The Apple Store app was pretty amazing, now that I’ve conquered my fear of it. It almost makes me want to experiment more with mobile wallets. Almost. Alison Embrey Medina Executive Editor alison.medina@ddionline.com | April/May 2012 www.ddionline.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - April/May 2012

DDi - April/May 2012
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Greentailing
Editor’s Choice
Design Snapshot
Loblaws
The new food retail
Channel Focus: Jewelry
What’s next for digital retail?
Mobile wallets
Product Spotlight: Technology
Right Light
Post-Show Coverage
Calendar
Advertisers
Classifieds
Think Tank

DDi - April/May 2012

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