Every three years in Dusseldorf, an exhibition Euroshop — the world’s largest event for companies supplying equipment and solutions to retailers. What new technology in the near future will turn an ordinary trip to the store, and how retailers are going to manage your emotions and attention in the reportage of News.Hi-tech.
The shops are full and self-service
The high technology used in retail trade no less than in any other modern industry. Just until recently most of it had been hidden from the eyes of buyers: the digitalization of retail, which naturally began with logistics and is only now beginning to get to the shopping halls, supermarkets and boutiques.
The world’s largest online retailer, Amazon, at the end of last year clearly demonstrated how the offline store of the future. There are no cash desks and cashiers: shoppers simply put purchases in your cart and leave the trading floor. For the calculation of the amount of the check meet the same technology, which made possible self-driving cars: computer vision, complex sensors, and deep machine learning. Yes, even the buyers in this store, you will need the Amazon app Go. The purchase amount will be deducted from the buyer’s account shortly after he gets out of the store.
The American Internet giant is not the only company dreaming about the future. Here, for example trolley for supermarket from Caddie: this is no ordinary basket on wheels, but rather a “hanger” for packages in which the visitor “store full” self-service puts the products. The trolley handle can be mounted electronic terminal to scan the shopping.
With such an advanced shopping cart do not need the cash and the cashiers
That’s how you see the shopping process in the future Datalogic: the buyer scans a personal Joya X1 device the barcodes, the screen shows the descriptions and prices. The terminal can display the full list of purchases made, the total amount you have to pay, and will also help you find discounts and special offers. On the way out of the store anything to get out of the packages do not need enough to pay the purchases in self-service kiosk.
Shopping in the supermarket of the future looks something like this
However, the study of the exhibition EuroShop showed that although most of the technology needed for such “aided” experience is already available, how to integrate them in a convenient and cost-effective system, until they come up with. Many manufacturers of commercial equipment trying to try on the image of high-tech companies, but the results of their attempts often cause only a smile.
For example, representatives of the company Wanzi said that while undecided with what should be their innovative “self-propelled trolley”. On the idea of its inventors cart with the help of computer vision remembers the figure of the buyer, and then follows him everywhere around the store. The problem is that the working prototype is not yet very clear, easy to mix in the crowd “owner” and other supporters of the dress code is business casual, and doesn’t see obstacles. When the cart too quickly went to the side of one of the visitors to the exhibition, an employee of the stand had to rush to the off button.
Information about how the buyer moves through the store, which looks from some of the racks spend more time invaluable for retailers. But the GPS really does not work indoors, and accuracy of satellite positioning is insufficient for this task. Comes to the aid system LED positioning in the room — developed and supported by Philips Lighting partner of the Dutch company, Microsoft.
Neat led lights on the ceiling — more than just lights
Limit solutions Philips Lighting is only one — the user is forced to use a smartphone or tablet, pre-installing the app. Encourage him to do so should offer discounts and bonuses, the path to which to store the program will show arrows on the screen. The system combines several methods of positioning: Bluetooth (shop for this house the beacons), the data from the sensors of the smartphone, and, most importantly, the technology of Visual Light Communication. It allows you to control the frequency invisible flicker LEDs, transmitting location data to the smartphone through simply detect changes in light output front camera.
“Fixtures perform the role of a kind of satellites inside the store, enabling accuracy in the range of 30 cm to determine the location of the visitor using the app with the function of navigation — explains the head of Department on work with retail networks Philips Lighting in Russia Kirill Pogodaev. — Already today we are witnessing interest in the system from representatives of the largest retail chains and soon will be implemented the first Russian project for its implementation in the hypermarket of AUCHAN Russia”.
The solution Philips at the intersection of technology and big data clearly presents data on the activity of buyers and helps to perform them
In Europe, the first system of this kind appeared in 2015 at the supermarket, Europe’s largest retailer, Carrefour, in the French Lille. Application to use with her Promo to C-Où, the original was released for the iPhone and then, in 2016, the shop has built the tablet with him right in the truck — for those who have the Apple smartphone is not.
It looks like the app that allows buyers to Carrefour to get discounts and navigate the store
Such implementation of technology is, however, can be a downside — the more a buyer looks at the screen, while in the store, the less impulse purchases it makes, buying mainly discounted products, and it’s bad for the average bill. In addition, a built-in trolley tablet (the retailer used an expensive iPad instead of Android devices, possibly due to the quality of the front camera) — the equipment is expensive, so the stores have to take a Deposit of a certain amount, or confirming the identity of the document.
Let it be (right) light
Philips Lightning assumes the role of a “beacon” for the “visionaries”
Goods in store is not enough to cover “to be seen” — the quality and hue of light, it creates atmosphere and “drama” in the presentation of the product directly affects the adoption of human buying decisions. But first you need to attract customers to the store — for example, can be used here such a flexible, programmable, dynamic lighting displays or facades called Philips Dynamic Shop Window. The system is not just repeats in a circle given the scenario of illumination, but also can respond to movement of the viewer. Here, as in most other modern solutions for lighting shops, used led lights — quality LED lighting, as a rule, higher, and relatively higher costs during the installation phase kompensiruet then saving on electricity.
To interest the buyer in its range, the shop can install the system for dynamic lighting, controlled from your tablet or smartphone
As the representatives of Philips Lighting, the installation of this system in one of the Milanese boutique is allowed to engage in trading room 19% more buyers. To assess how selected things look in different situations, would allow the special fitting cabin PerfectScene. It’s got three modes: “street” (bright daylight), “home” (warm light medium intensity) and “club”.
The correct fitting should allow the buyer to see themselves in a different light
The projection on the floor – not new for retailers. How about a special coating to allow light from underneath the LEDs? Philips Lighting has developed this solution together with the manufacturer of flooring Tarkett:
The more fresh look products, the greater the likelihood that the buyer will take them off the shelf and put it the basket. However, in a bad light even absolutely high-quality fruits and vegetables can look unnatural. According to a 2012 year, EHI and Philips research, the optimization of saturation prevailing in a fresh colour production leads to an increase in sales of 3.5%. Each type of products on your type of lighting, so they look as fresh and appetizing.
According to the UN more than 20% of the world’s annually produced 263 million tonnes of meat thrown away, and the main culprit of this is grocery stores. in normal light the meat to RUB presentation: the piece can be still quite fresh, but looks “not very,” nobody buys it in the end, it goes in the trash. Here, too, can help the right lighting: LEDs and a specially selected color temperature will prolong the stay of meat products on display.
When we will be able to see it in Russian stores? According to Kirill Pogodaeva, head of Department on work with retail networks Philips Lighting in Russia, the spread of advanced lighting over time. “In addition to energy efficiency and, as a consequence, a substantial reduction in the cost of lighting – up to 50% (compared to the static led, unmanaged lighting systems), the solutions are additional competitive advantages – manage customer behavior, enhancing customer loyalty, creating a unique shopping experience,” he believes.
According to him, Russian retailers “Carousel” and “Victoria” in some stores already established a system that allows you to present different products — bread, meat, fish, cheese — literally in the most favourable light. In each case, a desired spectrum of light to emphasize the freshness of products and to make them more attractive to buyers.
Shopping on emotions
The main objective of modern retailer — not just to entice the buyer into the store, but also engage with it on an emotional level, to make contact, which then can develop into loyalty. And on EuroShop was presented a whole Arsenal of tools as more or less familiar, and unusual, ambiguous. Here, for example, can be found in Russian stores equipment with the “cold vapor” not only keeps food fresh but also makes people notice the product, as well as subconsciously, transmits the setting: “Here, we care about quality”.
Such “carousel” with drawers for fruit and vegetables intended as a way for shops small square to save space without reducing the range. However, the implementation ideas are quite controversial: the boxes have slightly to hold with one hand to score the products — at this time, other buyers are unable to access part of the range.
Many companies at EuroShop offer retailers to part with the usual paper price tags and go to their digital counterpart. Tags-diplay are not only full-length, as in the image below, but compact, set in the end of the flange. Plus the obvious: you can immediately deduce the price from the database and it is not necessary to print the price tag again when the price changes. The question is how quickly work to justify the purchase of such equipment.
A careful case study of the use of robots in the trading hall at the exhibition I saw — Yes, they can attract attention, but many visitors make their way past these “sellers” with caution.
The stand staff are unable to clearly explain what is the practical use of robotic “hands”, continuously shifting the bottles from the shelf to the cart and back. But the spectacle is fascinating — then the task of attracting attention have been resolved.
Futuristic-looking equipment generates in the buyer enhance the mood, the feeling of belonging to something new and amazing — the area is easy to spend more than planned (“I deserve it”).
What — after reading this text, I hope you will better come to understand what high-tech tricks ready to go retailers to effectively lighten your wallet. The next time chest suddenly, there will be nagging desire to buy “this, here, and here please” — think about why it occurred there, and what you actually need.
Yes, modern technologies have an enormous potential for the transformation of the usual activities, like shopping. But the possession of technology is not enough — to develop new approaches to retail, need to find how to apply them in the complex. The same Amazon with the “supermarket without cash registers in sellers” thing is not going well — as announced on 27 March, the newspaper The Wall Street Journal, the discovery of the “auto” store in Seattle for everyone is delayed because of technical problems. The creators of the system still cannot ensure that it effectively tracked more than 20 buyers.