IIDA Perspective - Fall/Winter 2016 - 38
Klépierre, a French
shopping-mall
operator, turned
to DigitasLBi
Labs to create its
Inspiration Corridor,
a room where
customers can turn
for personalized
product
suggestions. The
corridor uses an
infrared camera to
analyze shoppers'
sex, age, and the
color of their
clothing, and also
scans bar codes
from recently
purchased items.
The system then
generates a list of
complementary
products available
at retailers
throughout the mall.
for the client's IT department. That combination of IT
and vendor support is a real issue.
SHAPLEIGH: The upfront costs aren't as much of an
issue as they have been. On the hardware side, this
is becoming really accessible from a cost standpoint,
which maybe is why we're seeing a lot of unnecessary
tech working its way into stores. But where the sticker
shock comes in is on content development. That's still
very expensive. For it to really work, it needs a refresh
cycle of at least once a year-maybe twice-to stay
fresh and relevant.
BORNAND: We don't have to advise our clients to
invest in tech because they're already doing it. We help
them with the design, and we can help them envision
a road map to get to where they want to go. We
encourage them not to look at this as a linear path that
has a beginning and an end, but as something that's iterative
and keeps going on and on. That means building retail labs
where they can test technology, as well as incorporating that
testing into the stores where customers can come in and use
it on a limited scale. And you have to budget appropriately,
not only for long-term capital investments, but also for
ongoing research and development.
CONTE: When you're trying to highlight product that's
new or premium, that's the time when the retailer says it's
worth it to spend on technology to highlight that area and
see how people react. When we designed a Dubai, [United
Arab Emirates-based] flagship for GO Sport in France,
we worked with PERCH Interactive in New York, [New
York, USA] to build screens and sensors that played video
with information on a particular product. People liked it,
but it took time for them to recognize it as interactive so
we had to revise the opening screen. People were like, "Do
I touch this? What do I do?" As lame as it sounds, we had to
design a giant graphic with a moving arrow that says, "Pick
me up and you'll be pleasantly surprised."
Perspective: Does the demand for tech in
retail vary by country?
SHAPLEIGH: I do think there are differences globally in
terms of how consumers want to engage with technology. In
the Middle East and China, the consumer is craving a little
more of the bling that technology brings to a space. But in
38
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Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2016
IIDA Perspective - Fall/Winter 2016
From IIDA
Contents
Next
World View
Sum of Its Parts
Talk, Talk
Pre/Post
I Design
Data Viz
The Happiness Principle
Designs on Diversity
What’s Old Is New
Retail Reboot
Futureproof Now
Scratch Pad
Insider Intel
Sound Bytes
IIDA News + Updates
Why This Design Works
IIDA Perspective - Fall/Winter 2016 - IIDA Perspective - Fall/Winter 2016
IIDA Perspective - Fall/Winter 2016 - Cover2
IIDA Perspective - Fall/Winter 2016 - From IIDA
IIDA Perspective - Fall/Winter 2016 - Contents
IIDA Perspective - Fall/Winter 2016 - 3
IIDA Perspective - Fall/Winter 2016 - 4
IIDA Perspective - Fall/Winter 2016 - 5
IIDA Perspective - Fall/Winter 2016 - Next
IIDA Perspective - Fall/Winter 2016 - 7
IIDA Perspective - Fall/Winter 2016 - 8
IIDA Perspective - Fall/Winter 2016 - 9
IIDA Perspective - Fall/Winter 2016 - World View
IIDA Perspective - Fall/Winter 2016 - Sum of Its Parts
IIDA Perspective - Fall/Winter 2016 - Talk, Talk
IIDA Perspective - Fall/Winter 2016 - Pre/Post
IIDA Perspective - Fall/Winter 2016 - I Design
IIDA Perspective - Fall/Winter 2016 - Data Viz
IIDA Perspective - Fall/Winter 2016 - The Happiness Principle
IIDA Perspective - Fall/Winter 2016 - 17
IIDA Perspective - Fall/Winter 2016 - 18
IIDA Perspective - Fall/Winter 2016 - 19
IIDA Perspective - Fall/Winter 2016 - 20
IIDA Perspective - Fall/Winter 2016 - 21
IIDA Perspective - Fall/Winter 2016 - 22
IIDA Perspective - Fall/Winter 2016 - 23
IIDA Perspective - Fall/Winter 2016 - Designs on Diversity
IIDA Perspective - Fall/Winter 2016 - 25
IIDA Perspective - Fall/Winter 2016 - 26
IIDA Perspective - Fall/Winter 2016 - 27
IIDA Perspective - Fall/Winter 2016 - What’s Old Is New
IIDA Perspective - Fall/Winter 2016 - 29
IIDA Perspective - Fall/Winter 2016 - 30
IIDA Perspective - Fall/Winter 2016 - 31
IIDA Perspective - Fall/Winter 2016 - 32
IIDA Perspective - Fall/Winter 2016 - 33
IIDA Perspective - Fall/Winter 2016 - Retail Reboot
IIDA Perspective - Fall/Winter 2016 - 35
IIDA Perspective - Fall/Winter 2016 - 36
IIDA Perspective - Fall/Winter 2016 - 37
IIDA Perspective - Fall/Winter 2016 - 38
IIDA Perspective - Fall/Winter 2016 - 39
IIDA Perspective - Fall/Winter 2016 - Futureproof Now
IIDA Perspective - Fall/Winter 2016 - 41
IIDA Perspective - Fall/Winter 2016 - 42
IIDA Perspective - Fall/Winter 2016 - 43
IIDA Perspective - Fall/Winter 2016 - 44
IIDA Perspective - Fall/Winter 2016 - 45
IIDA Perspective - Fall/Winter 2016 - 46
IIDA Perspective - Fall/Winter 2016 - 47
IIDA Perspective - Fall/Winter 2016 - Scratch Pad
IIDA Perspective - Fall/Winter 2016 - 49
IIDA Perspective - Fall/Winter 2016 - Insider Intel
IIDA Perspective - Fall/Winter 2016 - 51
IIDA Perspective - Fall/Winter 2016 - Sound Bytes
IIDA Perspective - Fall/Winter 2016 - 53
IIDA Perspective - Fall/Winter 2016 - IIDA News + Updates
IIDA Perspective - Fall/Winter 2016 - 55
IIDA Perspective - Fall/Winter 2016 - Why This Design Works
IIDA Perspective - Fall/Winter 2016 - Cover3
IIDA Perspective - Fall/Winter 2016 - Cover4
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