VMSD - November 2011 - (Page 8)

TG THE GOODS Edited by Anne DiNardo The Handheld Revolution Continues Retailers know shoppers are coming into their stores with their smartphones at the ready. They know consumers have already researched product features and prices, downloaded coupons and even have QR apps, which allow them to interact directly with in-store digital messaging. So how are retailers adapting to this new wave of technology? Lowe’s Cos. Inc. (Mooresville, N.C.) recently deployed some 42,000 iPhones for use in its stores and introduced a downloadable customer app for iPhones and iPads. The home-improvement giant’s app allows consumers to research and purchase products; locate another Lowe’s store via GPS; watch how-to videos; access product ratings and reviews; and share products with others through Facebook, Twitter or email. The iPhone technology will replace the retailer’s old scanner guns as a way for sales associates to interact with customers, answering questions and providing product information. The Home Depot Inc. (Atlanta), the other home improvement giant, also started giving employees hand-held Motorola devices to help complete shoppers’ transactions. 8 NOVEMBER 2011 | vmsd.com But it’s not just the home improvement retailers. This “revolution” is cutting across all sectors of retail, including fashion and food. Sales associates in Burberry stores around the world carry iPads that give customers access to the full global collection, regardless of what inventory is available in the store. Life-size pictures of models on swipeable screens also display the full collection. Luxury specialty retailer Neiman Marcus (Dallas) has outfitted its staff with the Apple technology. In Los Angeles, area restaurants are using iPhones and iPads at tables that allow diners to scan menus, browse wine lists, place their orders, divvy up the check and pay without ever interacting with a server, according to The Los Angeles Times. Paul Motenko, owner of the Stacked restaurant in Torrance, Calif., told The Times that mounting iPads on 60 tables took more than a year and cost him $1 million to develop the digital ordering regimen. But he said it allowed him to open with a smaller-than-average staff and “the hands-on system made customers feel more involved in the process.” The message: More and more, smartphone technology is altering the design and staffing of stores. Are you ready? – Steve Kaufman COU RT ES Y OF APP LE I NC . http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - November 2011

VMSD - November 2011
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
A Peak Experience
21st Century Facelift
New York’s Fifth Dimension
Looking Sharp
iWant
Preview
Showroom
Showroom
Ad Index
Checking Out

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