Retail in Asia

In Trends

Expert Opinion: six technologies to inspire retail marketers

Here in Asia we have a long-standing love affair with two passions: shopping and technology. We love to shop and we love to discover new technologies. We are shoppers and techies, it’s a beautiful coupling for marketers.

It’s proven true that Asian Chief Marketing Officers have the toughest task in the world. Asian marketers must be more innovative and forward-thinking than their Western counterparts, to meet the technology–driven expectations of consumers in our region. It’s no easy feat.

The current trend towards digitalization of retail isn’t just about ecommerce and the backend of retail, it’s about improving the customer experience in store as well – the marriage of physical and digital attributes. Marketers have the opportunity to be creative with new technologies at retail – a combination that is full of potential.

Here are six technologies retail marketers can be inspired by:

1. Beacons and BLE technology (Bluetooth low energy) tech

Beacons and BLE technology is a practical way to reach out to potential customers. The latest iterations of this technology allow us to recognise shoppers as they walk past a store or concession/department.

Imagine this, a strategically placed Beacon in the beauty department recognises a customer’s phone – this woman regularly purchases the brand’s moisturiser. As she approaches the concession, a message about her moisturiser featured in the new BB cream is displayed, with an offer of a free trial size. It catches her eye and she engages with the counter staff about the new product.

A warm sales lead is easily converted to a sale.

2. Augmented Reality and Virtual Reality become practical

Augmented Reality and Virtual Reality technology might not be new, but it’s now useful and practical thanks to our smartphones. A good example of this is a pilot program at Walgreens in the US where a video display was built right into the shopping cart to serve as a personal guide. The guide provided useful information for shoppers, for example, for diabetics it would highlight what’s appropriate to eat, or for those who are gluten free the guide identified products right for a gluten free diet. It’s even possible to use the display to narrow choices, such as only organic produce.

This technology is now an amazing way to add invaluable utility and a wow factor to your brand experience in store, all while generating fantastic customer peer-to-peer talkability.

3. LED digital walls

LED Digital Walls are a waterproof, bright canvas that will deliver your message to customers – rain, hail or blinding sunshine! Perfect for Asia. They’re an impressive technology that can be mounted anywhere or used on-site for experiential events.

This technology is limited only to your (or your agency’s) imagination, with the ability to puzzle up in your own design and make a big statement everyone will notice. Think of LED Digital Walls like lego for displays and get creative.

4. Future display: the endless aisle

Future display technology let shoppers view, experience and purchase items beyond inventory in-stock – even for large-ticket items. One such environment is Audi City, a digitally-enabled car dealership in London’s Piccadilly Circus.

When used creatively, the technology also permits smaller retail spaces for sellers – a perfect solution to Hong Kong’s ridiculous rental prices. With Future Display, store aisles become endless and retailers aren’t required to stock large levels of inventory. This frees up floor space and allows the space to be repurposed for other initiatives.

5. Google maps business view

For those smaller businesses this is a solid piece of marketing housekeeping, all Brand Directors should execute right now. Google Maps Business View allows brands to invite consumers into their stores via Google Maps. Potential customers can search for your business on Google Maps, and once found can take a quick tour inside your retail space. It’s a great way to show your business and increase your online presence.

Managing the online to offline experience is a challenge for many marketers. Google Maps Business View is one way to ensure customers easily make the transition from online research to instore purchasing.

6. Internet of Things

The beauty of the digitalisation of retail is that all of these amazing technologies can be linked to create next-level experiences that also work to collect data your business can use to improve customer targeting and instore processes. The Internet of Things is just that – a bunch of inter-connected devices that sense the real world and react to what’s happening. What does that mean, exactly?

Imagine this: as you walk into the pharmacy, a sensor at the door notes your pained squint. Understanding the lights may be contributing to your expression, the lights automatically dim. You head to the pain relief section, standing dazed and confused for a minute, trying to make a decision. After 60 seconds looking at the shelf, an attendant is alerted behind the counter and sent to help you in the pain relief aisle. She is already manned with information you have previously purchased Paracetamol for Migraine. She kindly points out the tablets and helps you purchase with a tap of your phone. Relief is in sight.

Thanks to technology, customer service is getting smarter every day. Companies that embrace new technologies and move to create a better experience instore will always be ahead of the game here in Asia.