design:retail - June 2016 - (Page 30)
the visual eye
030
Need-to-Know
Technology
PETER-TOLIN BAKER
VISUAL MERCHANDISING SPECIALIST
P-T B DESIGN SERVICES
ptb@ptbdesignservices.com
T
ECHNOLOGY HAS been
synonymous with retail
design and product
presentation for centuries. Advances in how
store environments are
designed and constructed, as well as
how product is securely handled, presented and sold, are dependent on new
advances is technology to keep customers informed, interested and satisfied.
As retail designers and visual merchandisers, we readily use technology
in nearly every aspect of what we do to
support sales, marketing and customer
service, including basic hardware, such
as laptops, smartphones, digital cameras,
2-D and 3-D printers, and CNC routers, as well as a
full range of related software for communications,
research, design, orders and production. Equally
important to knowing these tools is to be aware
of the latest emerging technology-both hardware
and software-that is influencing where and how
we shop.
The following are a few leading developments in
technology that are having an evolving impact on
the customer shopping experience-purportedly
helping to make it more interactive, personalized,
informative, entertaining and efficient.
* 4K Screen Technology: Also known as ultrahigh definition (UHD), 4K represents the latest
level in sharper and brighter imagery, which can
help to project a clearer marketing and brand
impression via in-store video screens. 4K screen
technology is the industry's newest high standard.
* 3-D Imaging: Strategically placed video screens
can now feature the latest product in an attentiongrabbing and secure new way-3-D visuals, but
without those pesky glasses!
* Projection Mapping: Creating augmented,
virtual reality spaces via projected images on
JUNE 2016
DESIGNRETAILONLINE.COM
non-flat and non-white surfaces is the latest way to
transform a space. For retail, this could be just the
touch for a special in-store brand promotion, or
perhaps as a creative way to temporarily transform
a blank "shop in shop" to an artfully decorated and
branded designer boutique.
* Real-Time Data Collection: A range of growing technology is being incorporated to capture
customer identification as they interact within a
retail environment, which can then be used to
create a more personalized, interactive shopping
experience. This includes "biometric" information
captured via fingerprints (e.g. Apple's fingerprintactivated Touch ID), retina scans, facial and voice
recognition software; information that, in turn, can
lead to creating a range of customized "check in"
opportunities throughout the store.
* IoT Automations: Automation will continue
to expand and drive communications between a
wider range of interconnected devices. IoT (the
Internet of Things) includes data captured via
beacons, wearable personal devices and mobile phones, which in turn supports proximity
marketing, such as personalized real-time
GLOBALSHOP.ORG
messages, sales offers and product promotions sent to browsing customers.
In addition, this exchange of information can inspire in-store purchasing
via mobile commerce sites, or even via
social commerce purchases (via social
media platforms). Additionally, IoT
automation can provide other offline
interactive store moments, such as
presentations that allow customer
responses (e.g. voting for a favorite
product at a display kiosk) or personalizing interactive, dynamic video walls
with shared photos or texts.
* Mobile POS: Advances in security and speed have allowed mobile
POS systems to gain acceptance more
then ever. New point-of-sale mobile hardware
options are faster and less expensive, transforming how many traditional POS cashwrap
stations are designed and used. The mobile
POS option is allowing for better use of store
space, staffing and improved customer traffic
via faster and more efficient sales transactions-
especially in higher traffic retail settings.
Additionally, exciting advances in interactive touchscreens, creative LED, 3-D holographic
projections, CGI, gesture animation and other
developing motion-capture techniques are
expanding outward from their original industries
and are creating new exciting presentation opportunities within retail settings.
Interestingly, while in-store technology can
add significantly to the success of the retail shopping experience, it cannot completely replace the
importance of having a human touch at some
point in the live shopping experience.
PETER-TOLIN BAKER IS ACTIVELY INVOLVED WITH RETAIL DESIGN
AND VISUAL MERCHANDISING VIA P-T B DESIGN SERVICES (OWNER),
AND AS A REGULAR CONTRIBUTOR TO DESIGN:RETAIL.
Photo courtesy of THINKSTOCK
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - June 2016
design:retail - June 2016
Contents
Editor's Note
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
How'd They Do That?
Mingle
Have You Heard?
The Visual Eye
Searching for Steve Jobs
Samsung 837
Tech Disruptors
Products
Backstory
design:retail - June 2016
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