This document discusses how digital screens and technologies are changing the retail experience for customers. It notes that retail stores still form the core of customers' experiences, but that mobile access and digital signs are becoming more important. The use of digital signs in stores has grown rapidly in recent years. Interactive screens allow basic functions like ordering at kiosks, but greater interaction and integration with online shopping could further enhance the customer experience. Emerging technologies may allow more advanced interactions using touchscreens, gestures, and augmented reality. Connecting digital experiences across various screens and platforms will be important to provide a coherent customer experience.

1. The New Square Feet How screens are changing retail ScreenMediaExpo London, May2011 www.ianjindal.com

2. www.ianjindal.com http://twitter.com/ianjindal

3. www.ianjindal.com http://twitter.com/ianjindal

4. From device and channel to “customer” Tempting to think about the tech we sell (“screens”) or the channel in which we work (“the web”) Customers do not see these distinctions: they read our brand in terms of experience The store forms the greater part of experience, friends next, with mobile and web some way behind. The screen is a way of /accessing/ information – its ‘transparency’ is important – more “psychic crystal ball” than “hardware”

5. Adoption within Retail 46,000 stores using digital signage, up from 12,500 in 2007 58,000 predicted by end 2011 Signage and content distribution lead adoption ATMs, POS, Kiosks… Interaction and Integration -> Retail! http://www.popai.co.uk/

6. Advertising is the easy part http://www.outputmagazine.com/digital-signage/equipment/screens/westfield-dooh-screen-on-trend-with-ocean-upgrade/

7. Basic Interaction McDonalds screen ordering. Kiosk Redux? Westfield’s “Tweet Mirror” iPhone/PhotoMe – one-way only

8. Limited ecosystemKiosk screen -> gifting portal

9. POS ‘plus’… Maybe

10. POS ‘plus’… Maybe not

11. Only Connect…Amplify and Augment

12. Diesel “Be Stupid” Campaign

13. Social interaction, DOOH amplification MMS images/messages Updated within c12 seconds Projected on store frontages in Copenhagen Digital screens in Aarhus and Copenhagen

14. Enhance Supporting connection and sharing

15. High Street becomes part of digital selling domain http://www.fraunhofer.de/en/press/research-news/2010-2011/13/interactive-window-shopping.jsp

16. High Street becomes part of digital selling domain Not just a screen ‘inside the window’: the window is the screen… Eye tracking, gesture-tracking, resonance speakers, NFC… What else? http://www.youtube.com/watch?v=6Cf7IL_eZ38

17. 3d – gyroscopes and software http://www.tuaw.com/2011/04/11/ipad-2-gets-glasses-free-3d-display-using-front-facing-camera-fo/

18. Don’t just look in 3D, create! / 3D images/movies – just from the light of the iPhone screen Rendered image Surprisingly workable Beyond barcodes and covers – scan by shape?? http://www.trimensional.com/

19. Yesterday’s future is here… Over 3 years old All components now exist and are free Copyright Icon Nicholson -http://www.iconnicholson.com/nrf07/

20. Kraft’s Store Kioskthe ‘food bot’ Face sensing (with simplistic profiling) M-retailing interface List recovery, amendment and suggestion

21. Next?

22. DOOH -> DIOHDisplay is in our heads… http://www.sensimed.ch/

23. Challenges Data – connect everywhere From “marketing initiative” to “ordinary business” From single-brand to all retail “Screen to Screen” – bring coherence to all ‘views’ of a customer

24. DOOH is Shopping eCommerce may have made DOOH feasible, but DOOH brings eCommerce to life Mobile has been a catalyst – we re-envisioned displays as intelligent, transactional, social ‘windows’ on a brand Data and process are the enablers: collect, use, access, enrich Connectivity is key – these are windows to living customers, proposition and promises (via the net) The next step forward will come from a focus on the customer’s experience rather than the technology.

25. Thank You ScreenMediaExpo London, May2011 www.ianjindal.com