Augmented Retail

Great spot on the use of AR to enhance and elevate a retail experience. I believe that once smart glasses become much more prevalent in society (2015 maybe?) we will see more and more of this come to life.

Smartphones and tablets are great gateways for this type of technology but they are still too cumbersome and clunky and require too much work on the end user’s behalf to really make AR fly.

Thoughts?

McDonald´s Uses AR to Allow Consumers to Track Ingredients

In an effort to change the negative perceptions Australians have about McDonald´s food - “Trackmymacca´s” was introduced. Using GPS partnered with augmented reality they changed 188 million pieces of packaging, making these the triggers of this interactive technology that made it possible for the consumer to discover the stories behind the ingredients in the food. What an amazing way to make the supply chain transparent for consumers in doubt. Also by engaging the consumer in an interactive way, it makes the experience of the product so much more powerful. In my opinion, a really creative way of showing the possibilities of packaging!

Recently they won the Cannes Lion, Gold Media Lion Award 2013 for Best Use of Mobile Devices. To read more about the results of this campaign, please click on the link below: 

http://www.canneslions.com/work/2013/media/entry.cfm?entryid=32368&award=2

The Augmented Reality Shoe Store

How does a German online shoe store grab some attention in the real world? Well, a virtual shoe fitting installation makes sense right? Yep, here it is, the Virtual Shoe Fitting Store from Goertz, an Augmented Reality, Microsoft Kinect powered installation that is plugged into a giant screen, then rolled out as virtual shoe stores at central stations and shopping centres across Germany.

Using 3x Microsoft Kinects, a beefy computer and giant screen, this virtual shoe fitting station is basically an Augmented Reality Shoe Store, tracking 3D versions of their entire range of online shoes to your feet, allowing you to choose your favourite brands, flip through colours, sizes and then post to Facebook for feedback before buying on your mobile via a dynamic QR code that is displayed on screen.

(Source: digitalbuzz)

via: saatchix

Intel Illustrates the Connected World 
(via Celebrating International Internet of Things Day!)
Nice graphic by Intel
via futuristgerd

Intel Illustrates the Connected World 

(via Celebrating International Internet of Things Day!)

Nice graphic by Intel

via futuristgerd

Microsoft Kinect Brings Gesture Control Merchandising to Retail Stores

Kinect recently was updated with gesture controls. This video does a great job of demoing the potential of this technology from an advertising perspective. 

Imaging a large screen in the mall or in a retail location. When a user is not in front of the screen, images from the retailer’s catalogue scroll automatically.

But when someone gets in front of the screen, Kinect recognizes the individual and gives them control of the experience. 

This type of interactivity is meant to create an enhanced experience in-store and could possibly allow for retailers to have smaller real estate footprints yet still be able to merchandise the breadth of their catalogue. 

Benjamin Wessen, VP of Development - Internet of Things at SAP (talk about crazy cool job) shows a connected vending machine which also uses NFC at this year’s Mobile World Congress in Barcelona. 

Wessen shows how a vending machine powered by IoT & NFC enables it to personalize the experience which can lead to catered offers and upsells. It also allows the user to purchase a coke without a wallet. 

In addition, the information gathered by these vending machines can looked at using an application in real-time helping to understand inventory and even go as far as performing predictive analysis for the business. 

A pretty practical interview and perhaps not a showcase piece, but it is more realistic to be seeing these all of over the place this year and next then it is for other connected products which better push the envelope.

Digital Loyalty card app, Punchd, was acquired by Google in July of 2011. Visiting their website today I found the announcement that Google is shutting down this app (Android & iOS) just two years later - June 2013. Users of the app will continue to benefit from their loyalty earnings 6 months past the removal date.
According to Google: “Our goal is to simplify and improve the Google experience for you and devote more resources to high-impact products. Over a year ago, Punchd was acquired by Google, and since then the team has been working to integrate Punchd features and ideas into other Google products. Retiring Punchd is the next step towards our integration with Google.”
Could this mean that Google no longer sees value in this space? Or are they working on incorporating the functionality and features of this app into their own properties such as Google Places or Google+?

Digital Loyalty card app, Punchd, was acquired by Google in July of 2011. Visiting their website today I found the announcement that Google is shutting down this app (Android & iOS) just two years later - June 2013. Users of the app will continue to benefit from their loyalty earnings 6 months past the removal date.

According to Google: “Our goal is to simplify and improve the Google experience for you and devote more resources to high-impact products. Over a year ago, Punchd was acquired by Google, and since then the team has been working to integrate Punchd features and ideas into other Google products. Retiring Punchd is the next step towards our integration with Google.”

Could this mean that Google no longer sees value in this space? Or are they working on incorporating the functionality and features of this app into their own properties such as Google Places or Google+?

DX3 Canada is back for Day 2 and I’ll be continuing to tweet live highlights from the sessions I am attending from @emrichtom

Day 2 has a heavy focus on shopping, retail and eCommerce. 

The sessions I expect to attend today (which can change on the fly):

“The End of Retail as We Thought We Knew It” - David Labiatour, CEO Mountain Equipment Co-op

Making Sense of Measurement - Brent Bernie President comScore

The Social Suck: Operationalizing Social for Efficient Business - Dave Fleet, VP digital Edelman

Measuring Success in a Connected World - Rick Malhotra, Head of Measurement Canada, Retail/eCommerce Facebook 

The Future of Shopping: An experience explained - Darrell MacMullen, Managing Director PayPal Canada

For more on DX3 go to www.dx3canada.com

DX3 Canada is back for Day 2 and I’ll be continuing to tweet live highlights from the sessions I am attending from @emrichtom

Day 2 has a heavy focus on shopping, retail and eCommerce.

The sessions I expect to attend today (which can change on the fly):

“The End of Retail as We Thought We Knew It” - David Labiatour, CEO Mountain Equipment Co-op

Making Sense of Measurement - Brent Bernie President comScore

The Social Suck: Operationalizing Social for Efficient Business - Dave Fleet, VP digital Edelman

Measuring Success in a Connected World - Rick Malhotra, Head of Measurement Canada, Retail/eCommerce Facebook

The Future of Shopping: An experience explained - Darrell MacMullen, Managing Director PayPal Canada

For more on DX3 go to www.dx3canada.com

This Video Spot on Mobile Web by Qualcomm highlights both how exciting a mobile site can be as well as the reality of how most mobile sites today lack excitement today (mostly by not being optimized for mobile, being too watered down or just having bad UI and design).

According to a recent stat from a Google Study published in AdWeek: “72% of consumers expect brands to have a mobile-friendly site but 96% have been to sites that weren’t mobile ready”.

The article calls this a wake-up call for brands and I tend to agree especially when you read another stat from this report which says that “67% are more likely to make a purchase on mobile ready sites”.

Via amalucky: (via The Best Bus Stop Ever! - Neatorama)

Mobile Blindness the Cause of US Newsstand Sale Decline

by Tom Emrich

According to a new report from the Wall Street Journal, US Newsstand magazine sales fell by 8.2% in the second half of 2012. The Alliance of Audited Media presented that for the full year of 2012, Newsstand sales were down 9.5% to 26.7m. This was not the case for paid subscriptions which were up slightly by a 0.7% increase. 

Although Digital Issues are reported to be a factor (in second half of 2012, Digital Issues had a combined circulation of 7.9m or 2.4% of the total sector) the most surprising reason for Newsstand sales to have declined is what is being called the “mobile blinder” which refers to the use of smartphones during the most critical selling time for newsstand sales - waiting in line at grocery store.  

image

The most usual scenario for newsstand sales is catching shoppers while in line at the grocery store or drug store. It’s no secret that stores exploit the use of the line to encourage impulse buys - gum, batteries, magazines, horoscopes, comics, and small accessories are usually found merchandised along the long road to the cash register.

But with the prevalence of smartphone use, which has us addicted to our screen especially in times of boredom, the number of people who are waiting in line at the store who grab for a magazine versus their email, mobile browser or app has significantly reduced. In essence, it has “blinded us” from seeing the impulse purchases which, in turn, impacts newsstand sales. (NOTE: It would be curious if there is also a correlation to gum as well).

Hearst Magazines (who just recently announced their move to responsive templates which will hopefully increase user traffic their magazines sites on smartphones during these waiting times) saw Cosmopolitan fall 18.5% in single copy sales in the second half of 2012. 

(Image Source: Llbartlett)

52 percent of retailers do not yet have a mobile site, and the majority of organizations are still not designing websites or conducting usability testing specifically for smartphones or tablets.

Infographic: Marketers Meet the Post-PC Era by Moovweb via Mobile Marketing Watch

localsocial:

Juniper’s new report on Retail mCommerce sees investment in mobile marketing rising from 2012’s $18Bn to $55Bn in 2015 (via Retailers expected to invest $55B annually in mobile by 2015: study - Research - Mobile Commerce Daily)

localsocial:

Juniper’s new report on Retail mCommerce sees investment in mobile marketing rising from 2012’s $18Bn to $55Bn in 2015 (via Retailers expected to invest $55B annually in mobile by 2015: study - Research - Mobile Commerce Daily)