Inshang
introduce
Next-generation information technologies such as cloud computing, big data, artificial intelligence, AR/VR and blockchain are rewriting the process of retail business. More and more retailers realize the importance of technology to business and actively participate in digital transformation.
Source | Commerce and Real Estate (ID: Commercial Real Estate)
Author | Owl College
Once, the rise of online shopping brought a huge impact to the real economy, because it made full use of consumers' desire for convenience: shopping could be completed without leaving home.
Nowadays, the integration of e-commerce and real economy has become inevitable and necessary, because consumers are also eager for real and novel experiences on the basis of convenience.
It's time for retailers to improve the way they contact consumers.
Technology is the driving force to accelerate all these changes.
Provide more convenience for shoppers, enhance the experience and promote the online business scale of retailers ... Retail technology has become the top priority for all kinds of retail brands to compete for water, actively explore and lay out the future track, hoping to further empower their own retail formats.
After all, newer consumers just like to try these novel, flexible and creative products and experiences.
To this end, let's take a look at what progress retail stores have made in technological innovation in the past few years.
0 1
Box horse food delivery robot
In 20 16, e-commerce giant Alibaba opened its first box of Ma Xiansheng in China. Box Horse's vision is to integrate the seamless experience of online and offline shopping.
The biggest difference from traditional retail is that Box Horse uses big data, mobile Internet, intelligent Internet of Things, automation and other technologies and advanced equipment to achieve the optimal matching of people, goods and fields. From supply chain, warehousing to distribution, Box Horse has its own complete logistics system.
At the Chengdu Global Innovation and Entrepreneurship Fair held on June 19, Box Horse demonstrated its self-developed food delivery robot system for the first time.
At present, the system has been put into operation in Shanghai Nanxiang Store, which can implement efficient distribution on a limited running track.
After the consumer places an order through the app, he only needs to scan the QR code of the transmission area when he arrives at the dining area, and a semi-circular robot will deliver the food to the consumer through the conveyor belt according to the instructions. After the consumer takes down the food, the robot will return to the dining area according to the original trajectory, and the food can be delivered in 40 seconds at the earliest, and the food can be served in 30 minutes basically, which greatly reduces the labor cost and shortens the dining time.
02
JD。 COM's AI super glasses
JD.COM, also a domestic e-commerce giant, is also increasing its investment in technology. In 20 18 years, its R&D investment reached 12 1 100 million yuan, up 82.6% year-on-year.
Recently, JD.COM Eco-Partners learned that based on the artificial intelligence capabilities such as image recognition provided by JD.COM. NeuHub, an open platform of artificial intelligence based on COM, has launched a "super glasses" which is applied to intelligent shopping guide, intelligent inventory and intelligent shop patrol in the form of smart wearable devices, helping offline retail to reduce costs and improve efficiency.
The titanium frame is light (only 39g) and ultra-low power consumption (only 1.6W), which can adapt to various practical environments such as side face, occlusion and blur. The 40-inch virtual screen (FOV 2 1) can support 1080P high-definition video stream and realize millisecond recognition.
In the future retail scene, the clerk can instantly know the customer's membership information, user portrait, shopping tendency and other important information through "super glasses", realize the information visualization of intelligent shopping guide, and fully realize "knowing what he thinks and voting for what he likes".
In addition, super glasses can also help the clerk understand the sales and inventory information of SKU for the code goods scene; Or in the sorting scene, realize the spatial positioning of goods and improve the efficiency of supply chain.
03
Krogh's digital price tag
In 20 18, Kroger, an American food chain, launched digital price labeling technology in hundreds of stores. Known as "Kroger Edge", this technology can display the price and nutritional composition table of goods, and stores can remotely update the price and nutritional information of goods in real time. Kroger also announced plans to apply this technology to smartphones.
04
Ted Baker's Interactive Window
Shop windows are often used to attract customers' attention, but Ted Beker took the lead in using them as early as 20 17, adding interactivity to window design.
Ted Baker cooperated with Nexus Studio to install an interactive window in a store in Regent Street to promote its "Keep Up with Baker" marketing campaign. Ted Baker encourages shoppers to put their hands on the window and trigger the camera to take pictures of their faces (with hints); Then put the image on "Follow the Baker" and enjoy it on social media. The store has also set up a store shopping voucher of up to 1000 as a prize, and all participants can participate in the lucky draw.
In addition to encouraging passers-by to enter the store, this technology has subtly increased people's interest in Ted Baker's marketing concept, making it a real omni-channel marketing activity.
05
Topshop's virtual water slide
Topshop turned the window of the flagship store in Oxford Street into an interactive swimming pool on 20 17. Consumers can wear Oculus Rift headphones, experience a 360-degree riding experience on the virtual water slide, and twist and turn over in the crowd.
Although it sounds boring, there are reports that technology-led activities do affect sales. Elmwood, the digital agency behind it, said that compared with the same period last year, swimsuit sales increased by 100%.
06
Specsavers' frame style tool
Choosing glasses is a long and tiring experience, and customers may have to try on dozens of pairs of glasses to find the one that suits them. In 20 18, Specsavers, the largest glasses chain brand in Britain, launched a new in-store service-frame Styler, which simplified the shopping process.
Frame Styler is an imaging software, which can generate 3D models of customers' faces through in-store tablet computers, so as to match the glasses that are most suitable for customers' faces, genders and ages. Customers can try on various styles in the 3D model and compare them easily and quickly in a few seconds. This technology greatly simplifies the shopping process and speeds up the shopping experience.
07
Nike's speed shop
In 20 18, Nike opened a flagship store named "Nike Innovation House 000" in new york. As the name implies, the digital elements it contains create an immersive and convenient shopping experience for consumers.
This flagship store has six floors. In addition to customized studios and instant checkout points, the "speed shop" is a prominent feature. Customers can book shoes online, and the store will provide a locker with the customer's name on it, where the reserved shoes are placed. You can use your smartphone to open the locker and try it on in the store. If customers need to buy, they can pay directly by mobile phone, without talking to anyone, let alone waiting in line to check out. The design of Nike flagship store makes shopping convenient to the extreme.
08
Automatic checkout of Amazon Go
Amazon has completely changed people's online shopping experience, but now the brand also intends to take a share in physical retail.
Amazon Go uses a combination of computer vision, deep learning and sensor fusion technologies to automate the payment and checkout process. This means that the whole process of customers entering the store, taking things and leaving is fully automated, and they can pay automatically through Amazon Go App without queuing. At present, there are nine Amazon Go stores in the United States, and it is reported that by 2020, the global number will increase to thousands.
09
Zara's self-checkout
Although self-checkout has been the standard configuration of supermarkets, the application of this technology in the fashion retail industry is still very backward. This is largely because the anti-theft magnetic buckle on the clothing will make the self-checkout process more complicated.
But when Zara launched self-checkout on 20 18, it proved that it was a technology worthy of joining the clothing retail industry. Now, customers can skip Zara's famous long checkout line and use its simple self-checkout system.
10
Target's mobile wallet
In 20 17, Target launched the mobile wallet to make the payment and checkout process faster and more convenient. Interestingly, the retailer said that the settlement through the mobile wallet in Target App is four times faster than the ordinary payment method. Users can use Target REDcard or credit card to pay, and they can also use discounts when paying.
As more and more users use App to shop, this technology can well meet consumers' expectations and improve users' loyalty.
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Audi VR exhibition hall
Nowadays, consumers no longer buy cars from 4S stores, but first conduct research through websites, social media and car forums.
In 20 17, Audi launched the VR experience in the global exhibition halls to provide a more personalized shopping experience. Consumers can choose their own car configuration through the VR experience, and they can also feel the details of the interior and exterior in the exhibition hall. The experience also includes special "Audi moments", such as the 24 Hours of Le Mans, where users can witness the parking atmosphere.
Through VR technology, Audi can provide consumers with a dynamic and interactive buying experience, shifting this process from digital tablets to more immersive products.
12
Sephora beauty center
Sephora is famous for its network strategy, but it is also committed to integrating digital technology into all customer contact points. In 20 17, Sephora launched a number of "Internet stores" equipped with innovative technologies in France.
One of the main parts is the "Beauty Center", which includes virtual product atlas and brand virtual stylist service. Virtual stylists can "virtualize" makeup experiments to test the effects of different cosmetics (without actually smearing products). Therefore, due to technology and personal expertise, Sephora employees can provide consumers with more professional and targeted experiences.
label
In order to meet the escalating consumer demand in the digital age, more and more retailers have realized the importance of next-generation information technologies such as cloud computing, big data, artificial intelligence, AR/VR and blockchain.
Among these emerging technologies, cloud computing and big data are relatively mature and widely used in retail business; In contrast, technologies such as AR/VR and RFID/NFC have limited popularity due to high network demand, but with the advent of the 5G era, I believe these technologies will also be able to be applied to retail scenes.
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