VMSD - August 2012 - (Page 10)

NS NEX T STORE By Jim Crawford Fruitful Measures Five things to do right now to improve your shopping experience. THERE ARE TWO QUESTIONS I’m often asked after presenting a session on in-store technology: “Are all your case studies real?” (The answer is “Yes!”) and “These futuristic examples are all well and good, but what can I do now to leverage these ideas in my company?” The reality is that almost every retail enterprise has a number of “low hanging fruit” that can yield immediate performance and customer service improvements. So, without further ado, here are my top five suggestions for immediate actions you can take to improve your shopping experience. (To get the rest of my top 10 list, you’ll need to come to IRDC in September to my session, “Integrating Technology into the Store Experience: Step One.”) 1. Deploy iPads Apple’s iPad tablet may not have been built as an enterprise-class device, but with a bit of attention to set-up, it sure can function as one. Right out of the box (and without any custom app development), it already provides an amazing web browsing experience, so simply connecting it to your secured Wi-Fi network gives anywhere-on-the-store-floor access to 10 AUGUST 2012 | vmsd.com your intranet content. Using free virtualization apps like Citrix Receiver can bring core retail systems like store and inventory management out of the back office and onto the store floor, allowing your managers and associates to spend more time helping customers. And the camera on the new iPad is more than ample for capturing images and video of shelves, p-o-p displays and customer interactions for evaluation and compliance. These features are instantly useable with nothing more than an iPad and a few free apps; taking full advantage of the capabilities of the device, of course, takes a more comprehensive approach. However, simply getting started with a few devices on the sales floor will uncover which interactions make the most difference in the shopping experience and your retail operation. 2. Refresh digital content on existing touchpoints I recently had the opportunity to tour the Marina Bay Sands shopping complex in Singapore. This gorgeous mall is part of a casino mega-complex on the Bay in downtown Singapore (for a view from the top, just Google “Singapore infinity pool” and you’ll see what I mean). The stores are elegant and stunning, and many of the top brands have flagship-level store design. The mall has even replaced the traditional static maps and directories with large-format KAR EN B OY H EN , C I N C I N N AT I http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - August 2012

VMSD - August 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Dress Up With a Twist
Through the Eyes of the Consumer
The Year of the Unexpected
Play Time
Task Masters
Showroom
Ad Index
Checking Out

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