An Intelligent Shopping Experience
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On how interactive devices are changing the face of retail
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An Intelligent Shopping Experience
- 1. An Intelligent Shopping Experience On how interac@ve devices are changing the face of retail Sreeraman M.G Co-‐Founder addSale Retail Technologies -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ www.addSale.com | Twi:er: @addSale | www.FB.com/addSale 13/02/13 An Intelligent Shopping Experience 1
- 2. {Why} {How} {What} {Who} {of an intelligent shopping experience} 13/02/13 An Intelligent Shopping Experience 2
- 3. Why do we need to bring in intelligence to shopping? Aren’t current shopping experiences good enough? How do we really enhance the shopping experience? What are the various parts of an intelligent shopping experience? Who are the major players. A brief @meline of companies & people making a difference. 13/02/13 An Intelligent Shopping Experience 3
- 4. WHY? h:p://www.indiamike.com/india-‐images/pictures/sari-‐shopping
- 5. WHY everything around you that you call life was made up by people that were no smarter than you… ~ Steve Jobs and retail is no exception to this observation. There is a scope for vast technological improvements in the retail space. 13/02/13 An Intelligent Shopping Experience 5
- 6. Why should retail spaces become more intelligent 1. Tradi@onal shopping is a @me consuming hun@ng gathering process [1]. Women enjoy the process of shopping while men enjoy the end result of shopping. That is how our brains are wired to release dopamine. Is your store experience meant to cater to both these groups apart from just separa@ng them into two sec@ons? 2. Shopping requires the involvement of mul@ple people – the customer, the shopping assistant, the bill desk assistant and the security 3. There are thousands of SKUs in a single shop. How can a customer go through all of them? -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ An ‘Intelligent Shopping Experience’ solves these major pain points and smoothens the shopping experience 13/02/13 An Intelligent Shopping Experience 6
- 7. Research Research has already shown how the use of technology can change the image of a brand in the eyes of customers. In fact it has even proven that there is a considerable posi@ve impact on sales as well -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Increasing Brand A<rac=veness and Sales through Social Media Comments on Public Displays – Evidence from a Field Experiment in the Retail Industry Erica Dubach Spiegler, Chris3an Hildebrand, and Florian Michahelles Showing social media comments in a screen in the shop resulted in 1. Customers perceiving brands as more innova@ve and a:rac@ve 2. A measurable, posi@ve effect on sales on both the brand and the product in ques@on and 3. Customers wan@ng to see the comments of others, but not their own, crea@ng a give-‐and take paradox for using public displays to show social media comments. 13/02/13 An Intelligent Shopping Experience 7
- 8. HOW?
- 9. How – the implementation 1. Implement systems that keep track of shoppers & shopping data 2. Reduce the @me of discovery 3. Provide intelligent recommenda@ons 4. Reduce the number of people involved in the process 5. Extend the shopping experience out of the stores 6. Not just one device but a network of devices 7. Leverage the power of smart phones 13/02/13 An Intelligent Shopping Experience 9
- 10. WHAT?
- 11. An Intelligent Self Service Kiosk An intelligent self service kiosk which is connected to not just the inventory but to a network of devices within the store making every step in the process of discovering something you like smoother and more enjoyable. -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Players in this system 1. User(s) 2. The public display 3. Surrounding space 4. Informa@on server/Internet 13/02/13 An Intelligent Shopping Experience 11
- 12. Interaction between the various players How good an intelligent self service kiosk is just a measure of how well the various players interact with each other in the system Public Space Placement Ambience Data Informa3on Informa=on Server User Internet Kiosk 13/02/13 An Intelligent Shopping Experience 12
- 13. The User The kiosk and the public space are the two elements with which a user interacts and ‘informa@on’ and ‘ambience’ are the major exchanges between these systems Public Space Ambience Informa3on User Kiosk 13/02/13 An Intelligent Shopping Experience 13
- 14. The User & the Kiosk Informa=on The Fear Vs Curiosity Game The fear of looking stupid in public vs the natural human curiosity User Kiosk Unlike between a personal computer and a user, there is no par@cular need for a user to interact with a public kiosk other than the natural human curiosity. However this curiosity is ojen hindered by the fear of looking stupid in front of the users. Therefore any public kiosk should first off all put the user at ease 13/02/13 An Intelligent Shopping Experience 14
- 15. The User & the Kiosk Informa3on Public Display User Curiosity of the user • Leverage the power of the most human of our characters Don’t make the user look stupid in front of people • Tell the user what the kiosk does • Give clear instruc@ons. Don’t mix marke@ng gimmicks with instruc@ons • Don’t show user’s errors to everyone by making stupid warning noises 13/02/13 An Intelligent Shopping Experience 15
- 16. Research How to mount the display is one ques@on that designers ojen struggle with. Should it be horizontal (table top) or ver@cal (wall mounted)? Below are some of the major findings from a research conducted on this topic -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ An Experimental Comparison of Touch Interac=on on Ver=cal and Horizontal Surfaces EsbenWarming Pedersen & Kasper Hornbæk (NordiCHI ’12, October 14–17, 2012, Copenhagen, Denmark 1. Targets larger than 4 pixels (0.17 -‐ 0.22 cm) touch input and mouse input performed equally fast. 2. Ver@cal surfaces are operated more slowly than horizontal surfaces because users cannot support their arms 3. Horizontal surfaces produce more errors than ver@cal surfaces. The reason for this is that on horizontal surfaces the angle between finger and surface (and thus the shape of the contact area) changes for different areas 13/02/13 An Intelligent Shopping Experience 16
- 17. Research – More Findings An Experimental Comparison of Touch Interac=on on Ver=cal and Horizontal Surfaces EsbenWarming Pedersen & Kasper Hornbæk (NordiCHI ’12, October 14–17, 2012, Copenhagen, Denmark -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ 4. Smaller targets are more likely to be selected by the dominant hand as the dominant hand is preferred for fine grained ac@ons. 5. Dragging is more demanding than tapping as the finger must remain in contact with the surface. Therefore, dragging is more likely to be performed with the dominant hand than tapping. 6. Horizontal surfaces promote two-‐handed interac@on more than ver@cal surfaces as it is @ring to keep both arms stretched 13/02/13 An Intelligent Shopping Experience 17
- 18. The ‘User’ & the ‘public space’ Public Space Ambience User 13/02/13 An Intelligent Shopping Experience 18
- 19. The ‘User’ & the ‘public space’ Public Space Ambience User 1. Confidence – Not bothering about making mistakes 2. Sense of security – in terms of sharing passwords/data with the device 3. Ambience – people walking around the kiosk, ligh@ng around the kiosk 4. Ergonomics – proper height adjustments for various users 13/02/13 An Intelligent Shopping Experience 19
- 20. The ‘kiosk’ & the ‘public space’ Public Space Placement Public Display 13/02/13 An Intelligent Shopping Experience 20
- 21. The ‘kiosk’ & the ‘public space’ Public Space Placement Public Display 1. Loca=on -‐ affects discoverability 2. Branding -‐ acts as the extension of the brand into the public space 13/02/13 An Intelligent Shopping Experience 21
- 22. The ‘kiosk’ & the ‘information server’ Data Informa=on Server Internet Public Display The ‘informa@on server’ performs the following func@ons in the system 1. Serves user with appropriate data in a @mely fashion 2. Ensures secure transmission of user data 3. Capture user events like clicks and log them in the backend 4. Track system status & generate appropriate alerts for the kiosk admin 13/02/13 An Intelligent Shopping Experience 22
- 23. WHO? 13/02/13 An Intelligent Shopping Experience 23
- 24. Who are the stakeholder? • Brands & Retailers • Touch screen manufacturers • Plaqorm providers • App Makers • Digital Agencies 13/02/13 An Intelligent Shopping Experience 24
- 25. Brands & Retailers • Brands are headed by old @mers who resist large scale changes • S@ll follows archaic processes and trust these processes to show results • Lack of trust in technology and considers the cost of shijing to new technology as unnecessary • S@ll several brands have begun to embrace technology like Macy's, Diesel etc 13/02/13 An Intelligent Shopping Experience 25
- 26. Macy’s Magic Mirror h:p://news.cnet.com/8301-‐17938_105-‐20019548-‐1.html 13/02/13 An Intelligent Shopping Experience 26
- 27. Touch Screen Manufacturers Main manufacturers at Global level – Samsung SUR40, Lenovo etc Touch screens are extremely expensive It is difficult to find the Right technology at the right price Lenovo Coffee table concept www.lenovo.com 13/02/13 An Intelligent Shopping Experience 27
- 28. Platform Providers • Microsoj PixelSense • Microsoj Surface (tablets) • Intel – works with Macy’s, Lego etc • EMO2 – Indian Startup 13/02/13 An Intelligent Shopping Experience 28
- 29. h:p://www.emo2.com 13/02/13 An Intelligent Shopping Experience 29
- 30. MicrosoY Pixel Sense – Samsung SUR40 h:p://www.microsoj.com/en-‐us/pixelsense/default.aspx 13/02/13 An Intelligent Shopping Experience 30
- 31. App Makers & Digital Agencies • Making their apps cross plaqorm compliant is the biggest expense that the app makers face • Forced to make use of the wrong technology for the sake of cross plaqorm compa@bility • Finds it difficult to get the right screen at the right price. Since the large touch screens and associated technologies are s@ll at an infant stage they are priced over the top 13/02/13 An Intelligent Shopping Experience 31
- 32. References h:p://www.psychologytoday.com/blog/people-‐places-‐and-‐things/201012/shopping-‐ brings-‐out-‐our-‐inner-‐huntergatherer An Experimental Comparison of Touch Interac=on on Ver=cal and Horizontal Surfaces. EsbenWarming Pedersen & Kasper Hornbæk (NordiCHI ’12, October 14–17, 2012, Copenhagen, Denmark Increasing Brand A<rac=veness and Sales through Social Media Comments on Public Displays – Evidence from a Field Experiment in the Retail Industry. Erica Dubach Spiegler, Chris3an Hildebrand, and Florian Michahelles 13/02/13 An Intelligent Shopping Experience 32
Hinweis der Redaktion
- Why do we need to have kiosks in retail spaces? Are they just marketing gimmicks or can they take the shopping experience to a whole new level?How – If they are able to enrich the shopping experience, how do they do it?What – What are the various components of a kioskWho – who are the major players. A brief timeline of public kiosks in retail spaces.
- Why do we need to have kiosks in retail spaces? Are they just marketing gimmicks or can they take the shopping experience to a whole new level?How – If they are able to enrich the shopping experience, how do they do it?What – What are the various components of a kioskWho – who are the major players. A brief timeline of public kiosks in retail spaces.
- Males & females shop differently. Women enjoy the process itself while men enjoy ultimately finding something they like. A dose of dopamine.Does this process need an upgrade? Like Steve Jobs said, “Everything around us has been built by people who are not smarter than us” Just because we are used to doing things in a certain way, doesn’t mean that they are 100% efficient methods. So inarguably there is a lot of scope for improving the whole shopping experienceIncreasing Brand Attractiveness and Sales through Social Media Comments on Public Displays – Evidencefrom a Field Experiment in the Retail IndustryShowing social media comments resulted in (1) customersperceiving brands as more innovative and attractive, (2) a measurable, positiveeffect on sales on both the brand and the product in question and (3) customerswanting to see the comments of others, but not their own, creating a give-and takeparadox for using public displays to show social media comments.
- Males & females shop differently. Women enjoy the process itself while men enjoy ultimately finding something they like. A dose of dopamine.Does this process need an upgrade? Like Steve Jobs said, “Everything around us has been built by people who are not smarter than us” Just because we are used to doing things in a certain way, doesn’t mean that they are 100% efficient methods. So inarguably there is a lot of scope for improving the whole shopping experience
- The system fails to impress the user if any of these interactions doesn’t meet the necessary standards…like slow system loading, connection with the information server getting lost etc, lack of proper setting.Unlike in a normal Human Computer Interaction where the user has all the time in the world to figure out if anything goes wrong, in a public display there is little time for the user to figure out things as they are in a public setting and no body wants to look stupid in front of others. Besides in a public setting, the user neither has the time nor the inclination to understand complex interactions. Most of them approach the kiosk just out of curiosity rather than a specific need. All the users should be ideally treated as novice users.The rest of the talk will deal with each of these interaction in detail.
- What makes interactions with public interfaces different from that with a personal computer or a mobile phoneThe user is at the centre just like any Human Computer interaction system. NEEDThere are several factors that influence a users decision to interact with a computer. The most important of them is the need. It could be anything ranging from storing/retrieving information to just plain entertainment/time pass. However when it comes to a public display system, more often than not, the most important factor is the curiosity of the user. There is hardly any intrinsic need for a user to interact with a system he is coming into contact for the first time other than plain old curiosity.It would be wrong to assume that curiosity alone will do the trick. In a public setting, users are extremely conscious about how they look. Simply put, no one wants to look stupid in front of others.Putting the user at ease is what the kiosk should do first up. It could be through inviting messaging around the kiosk, playful graphics/screens at the start of the interaction…literally taking the user through series of virtually dumb steps to put him/her at ease….could be gender selection etc. It has been observed that people generally tend to approach public kiosks more when they are in a group than when they are alone.
- What makes interactions with public interfaces different from that with a personal computer or a mobile phoneThe user is at the centre just like any Human Computer interaction system. NEEDThere are several factors that influence a users decision to interact with a computer. The most important of them is the need. It could be anything ranging from storing/retrieving information to just plain entertainment/time pass. However when it comes to a public display system, more often than not, the most important factor is the curiosity of the user. There is hardly any intrinsic need for a user to interact with a system he is coming into contact for the first time other than plain old curiosity.It would be wrong to assume that curiosity alone will do the trick. In a public setting, users are extremely conscious about how they look. Simply put, no one wants to look stupid in front of others.Putting the user at ease is what the kiosk should do first up. It could be through inviting messaging around the kiosk, playful graphics/screens at the start of the interaction…literally taking the user through series of virtually dumb steps to put him/her at ease….could be gender selection etc. It has been observed that people generally tend to approach public kiosks more when they are in a group than when they are alone.
- The user is at the centre just like any Human Computer interaction system. There are several factors that influence a users decision to interact with a computer. The most important of them is the need. It could be anything ranging from storing/retrieving information to just plain entertainment/time pass. However when it comes to a public display system, more often than not, the most important factor is the curiosity of the user. There is hardly any intrinsic need for a user to interact with a system he is coming into contact for the first time other than plain old curiosity.It would be wrong to assume that curiosity alone will do the trick. In a public setting, users are extremely conscious about how they look. Simply put, no one wants to look stupid in front of others.Putting the user at ease is what the kiosk should do first up. It could be through inviting messaging around the kiosk, playful graphics/screens at the start of the interaction…literally taking the user through series of virtually dumb steps to put him/her at ease….could be gender selection etc. It has been observed that people generally tend to approach public kiosks more when they are in a group than when they are alone.RsearchFindings from An Experimental Comparison of Touch Interaction onVertical and Horizontal Surfaces They found that fortargets larger than 4 pixels (0.17 0.22 cm) touch input andmouse input performed equally fast. H1 Vertical surfaces are operated more slowly than horizontalsurfaces because users cannot support their arms (Bi etal. [5]). H2 Horizontal surfaces produce more errors than verticalsurfaces. The reason for this is that on horizontal surfacesthe angle between finger and surface (and thus the shape of the contact area) changes for different areas (Forlines etal. [13]).H3 Smaller targets are more likely to be selected by thedominant hand as the dominant hand is preferred for finegrainedactions (Jones and Lederman [19]).H4 Dragging is more demanding than tapping as the fingermust remain in contact with the surface (Forlines etal. [13]). Therefore, dragging is more likely to be performedwith the dominant hand than tapping (Jones andLederman [19]).H5 Horizontal surfaces promote two-handed interaction morethan vertical surfaces as it is tiring to keep both armsStretched The heights were adjustedin accordance with the ergonomic guidelines found in [32]and [1] to fit an European adult of average height (169 cm).The top of the horizontal surface was placed at a height of 115cm, ideal for precision work. The bottom edge of the verticalsurface was placed at the same height as the average height ofthe elbow (109 cm) and could thus be touched with the elbowjoint in a 90 angle. The top edge of the vertical surface wasaround the height of the eyes (163 cm).
- Compare a private space with a public space. Privacy guarantees several thingsConfidence…not bothering abt mistakesSense of security…in terms of dataAmbience…people walking around you, unwanted noise, lighting issuesErgonomics…proper height adjustments. With personal computers, it is possible to customize the device for your height but not in the case of a public kioskLocation…discoverability of the kioskTrustworthy and Personalized Computing on Public Kiosks Mobisys 2008 – A paper on security
- Compare a private space with a public space. Privacy guarantees several thingsConfidence…not bothering abt mistakesSense of security…in terms of dataAmbience…people walking around you, unwanted noise, lighting issuesErgonomics…proper height adjustments. With personal computers, it is possible to customize the device for your height but not in the case of a public kiosk
- Location affects discoverabilityBranding acts as the extension of the brand into the public space
- Location affects discoverabilityBranding acts as the extension of the brand into the public space
- At the core of any kiosk is an information server which serves the user with the required information. Some of the main qualities we expect out of an information server areSecure transmission of user dataTimely delivery of dataCapture user events like clicks and log them in the backendTrack system status and generate appropriate alerts for the kiosk admin
- CES – unveiling of new devices every year
- Microsoft surface which later became Microsoft pixel sense is still imperfect For seamless use there needs to be better coordination between the touchscreen manufacturers and the platform providers Lenovo coffee table - Aura