1. Gesture Technology
Retail 2.0

2. Agenda
1. Gesture Recognition Technology
2. Scope: Applications in Retailing (Retail 2.0)
3. Potential Applications
4. Challenges
1

3. 1 Gesture Recognition Technology
interface

4. 1 Gesture Recognition Technology
Gesture Recognition Technology is a category of
Perceptual interface
It combines kinesics (study of gestures) and
computing, to create a digital environment that is
seemingly driven by logical instinct human
motions

5. 1 Gesture Recognition Technology
Gesture Recognition:
Remote Based

6. 1 Gesture Recognition Technology
Gesture Recognition:
Touch Based
2

7. 2 Scope: Applications in Retailing
1. Retail Advertising
1. Market/Product Research

8. 2 Scope: Applications in Retailing
1. Retail Advertising
• Sales Techniques in Retailing: […] One way to
do this is to hire a merchandising solutions
company to design custom store displays that
will attract more customers in […]
• "The goal is to create an advertisement that
people want to see or interact with, instead of
avoid (Cohen 2005)"
Keyword: INTERACT

9. 2 Scope: Applications in Retailing
Remember the birth of Web 2.0?

10. 2 Scope: Applications in Retailing

11. 2 Scope: Applications in Retailing
Video link

12. 2 Scope: Applications in Retailing
Viewer
Case Study of Reactrix (by Arbitron) :
Participant
Passerby
Unaided recall
Aided recall
Ad recall retention

13. 2 Scope: Applications in Retailing
• At least 50% of the consumers were able to
remember70% of the advertised brands
• Most consumers were able to remember the
same number of advertisers’ brands
unaided, even after 24 to 72 hours
• Half of the consumers standing within a
distance of 6 to 8 feet of the display are
interacting or looking at the display
• As half of the consumers were captured by the
Reactrix display, only 13% observed the plasma
screens and 4% the posters
• Two-thirds of consumers told family or friends
about the Reactrix display and 63% of
consumers planned to speak about their
experience

14. 2 Scope: Applications in Retailing
• Consumer Retention Rate
• Brand Impact, Viral
Marketing, Word of Mouth
• Superior Visibility

15. 2 Scope: Applications in Retailing
2. Market/Product Research
Process:
1. Record Data of Interactive Experiences
2. Get Consumer Preferences
3. Guide R&D and Marketing based on Data

16. 2 Scope: Applications in Retailing
Video link
3

17. 3 Potential Applications
Emotion Recognition using Facial Expression
1. Observing Consumer Behaviour in Retail
1. Observing Internet User Behaviour

18. 3 Potential Applications
Record
Emotions
Data:
Useful tool for
Consumer
Behavior
Observation

19. 3 Potential Applications
Record
Emotions
Data:
Useful for
emotions
and
reactions
observation
of users
(Opt-in)
3

20. 4 Challenges: Basic
Feasibility: COST:
• Accuracy • High Development
• Precision Cost
• Visual Noise • Need for customization
• Software Recognition • Need for coordination

21. 4 Challenges
WOW Effect Expiration Date:
--/--/2020 ?
Benefits Quantification
Is it accurate despite high range of
customization ?

22. Flat Screen Example

23. 4 Challenges
WOW Effect Expiration Date:
--/--/2020 ?
Benefits Quantification
Is it accurate despite high range of
customization ?

24. Feel free to ask
Questions? Need More Information?
Remember:
Gesture Recognition
Interactive Experience
Better Retail Advertising
Better Market Research