Using the technology game, I
created an Augmented Reality Thermal Camera. In the first circle representing
Tech A, I chose a thermal imaging camera. In the second circle representing
Tech B, I chose augmented reality. The combination of the two circles resulted
in an Augmented Reality Thermal Camera. When adding the third circle to
represent the goal of the combination, I decided the camera should be used in
brick-and-mortar retail stores.
Unlike online shopping,
brick-and-mortar retailers are limited to the amount of information gathered in
the store. Using an Augmented Reality Thermal Camera would allow retailers to
track consumers while in the store, taking note of their buying habits. Thermal
cameras can sense and report traffic within the store using body temperature.
For instance, if a consumer chooses specific traffic patterns within the store,
it allows the retail owner to know where the hot and cold spots are located. Or
rather, where people stop to shop versus just passing through. Coupled with augmented
reality, the thermal sensor camera can determine if someone has stopped in
front of a rack of clothing or a display of folded sweaters. An augmented
reality store clerk would pop up and suggest an item of clothing to match, find
a size, or reserve a dressing room. Consumers could also purchase on the spot,
compare prices, or watch advertisements.
Retailers and consumers
alike would benefit from this creation. Consumers receive an enhanced
experience in the store. In real time, consumers could compare prices, purchase
and receive live, real time service searching for sizes, dressing rooms, or
matching items. “Stores should focus on providing
an experience and services that create a sense of extra value in the mind of
the shopper” (Davis, 2011) .
On the other hand, retailers would be able to track consumer buying
habits, enabling improved store layout, products and sales.
Retailers are having a
difficult time keeping up with online sales, not to mention the negative effect
the economy is having on retail stores. While online retail measures sales,
advertising, SEO performance and traffic sources, they do not present a
positive consumer experience. In contrast, retail stores excel with providing
customers with the look, fit, and feel of the product, but they do not
effectively measure traffic and store touch points. Combining a way to track
shopping and buying habits throughout the store along at point of sale, would
benefit retailers with increased future sales.
Marketing this product would
be easy to do at retail markets where most clothing boutiques purchase clothing
for each season. Store demonstrations would be critical to market the product.
Employing a sales team to travel across the US to meet with storeowners to offer
in store demonstrations or free trials would be beneficial for owner buy in.
Finally, marketing alongside a POS system would be a beneficial relationship.
With their relationships in the retail market already built, this relationship
would solidify trust in the company.
I believe that the retail
experience offers shoppers something that the online world cannot. The online
world is still far enough away from offering an experience to the consumer that
emulates a sensory experience of the product. “There is a lot of room for
improvement in helping consumers go from doing online research to in-store
purchases. Only 61 percent of consumers who cross over from one to the other
are satisfied with their buying experience, compared to 82 percent for those
who end up buying online. Forrester draws the lesson that retailers need to do
a better job appealing to online consumers in their physical stores” (Schonfeld, 2010) . If retailers can stay in front of the curve with
these innovations, then they can track customers to increase sales. Any
hindrances would most likely involve cost of product for retailers, development
and/or manufacturing.
As a media psychologist, I’m
incredibly interested in consumer purchasing habits. Developing an
understanding of how and why they purchase and the resulting impact on retail
is a fascinating area of study. It would be exciting to develop information to
aid retailers with enhancing the shopping experience.
Reference:
Davis, D. (2011,
October 10). Industry Statistics. Retrieved from internetretailer.com:
http://www.internetretailer.com/2011/10/10/holiday-shoppers-head-web
Schonfeld,
E. (2010, March 8). Tech Crunch. Retrieved from techcrunch.com:
http://techcrunch.com/2010/03/08/forrester-forecast-online-retail-sales-will-grow-to-250-billion-by-2014/
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