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PowaTag fast shopping also in Orobianco luxury luggage

By
fabrizio.gomarasca
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Also Orobianco is embracing the instant shopping of PowaTag in its flagship store in Milan in the luxury segment. PowaTag is in fact a multi-channel solution (adopted by over 1,200 that bridges the gap between the online and offline experience, transforming all communication material into a virtual store, through a series of engagement points including QR code, Audio Tag, Bluetooth beacon, NFC and social media. With this technology, Orobianco customers can experience the first multi-channel journey in Tecknomonster high-end luggage , spearhead of the flagship store in Milan.

https://youtu.be/632KV1mSZq0

“The fast shopping concept fits perfectly with our brand philosophy. We are therefore proud to be the first luxury boutique in Italy to adopt PowaTag, thanks to which we will speed up and simplify the buying process”, said Giacomo Valentini, Chairman of the Orobianco Group.
After having downloaded the app from the Apple Store or from Google Play and registered in just one minute, customers simply need to photograph the QR code printed on the price tag with a smartphone to an instantly, simply and safely buy Orobianco products directly with the smartphone.
“We are very excited – says the General Manager Italy of Powa Technologies, Germano Marano – to be able to help Orobianco to be the first Italian luxury brand to embrace this unprecedented union between offline and online commerce”.

MobileCommerce is over one third of global eCommerce

By
fabrizio.gomarasca
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A study published by Criteo, a technology company specialising in performance advertising, reveals that more than a third of global eCommerce transactions today take place via mobile devices. This is a significant figure that adds to the growing use of smartphones, which are becoming the prevalent mobile devices, gradually replacing the use of tablets. Schermata 2015-06-04 alle 11.25.05 “Commerce from mobile devices is growing exponentially”, said Jonathan Wolf, Chief Product Officer of Criteo. “Only in the last three months there has been an increase of 10% in transactions using mobile devices in the US. The majority of transactions on the move today take place through smartphones and the increase in the size of the screen, as well as the presence of optimised mobile websites, can only accelerate this trend”. Schermata 2015-06-04 alle 11.26.25 The results of the report are based on the analyses carried out by Criteo by examining the data of individual transactions relating to more than 160 billion dollars in sales at the global level. The following key points emerge from the report: Transactions from mobile devices in the United States have grown by 10% in the last three months: growth is continuous in all product categories, with the top quartile of retailers continuing to outperform the others. It’s all about smartphones. Most of the transactions from mobile devices in the United States and other countries now take place via smartphones, with the exception of Germany and Great Britain. The reasons for the growth lie in the increasing propensity to buy and in larger screens. In Italy, 55% of transactions on the move in the retail sector are via smartphones (vs 45% from tablets) and the percentage figure rises to 56% for travel (vs 44% from tablets).

Schermata 2015-06-04 alle 11.17.15

There are no limits. Mobile now represents the majority of eCommerce transactions in Japan and South Korea. By the end of 2015, the percentage of mobile eCommerce transactions will reach 33% in the US and 40% globally. In Italy currently 26% of transactions in the retail sector and 21% in the travel sector take place via mobile devices. The mobile conversion funnel. Consumers today see the same amount of products on desktops and smartphones, but with less add-to-basket and purchase percentage on smartphones. In Italy the conversion rate of mobile stands at an average of 1.6%.

Self-scanning with your smartphone at Intermarché

By
fabrizio.gomarasca
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Inaugurated at the end of January, the Intermarché supermarket in Mairie d’Issy features an interesting innovation which, in a not too distant future, could become a standard everywhere: self-scanning with your smartphone.

The 1,000 square metre store offers 15 000 products with a natural emphasis on fresh produce and branded products, adopts solutions with low environmental impact, such as 100% LED lighting, doors on all fridge windows and separate plastic and cardboard waste collection.

But what sets the Les Mousquetaires supermarket in the Paris suburbs apart is that it is the first supermarket in the world to adopt self-scanning with your smartphone and an App. By bringing the phone close to the NFC electronic label on the shelf, the customer records the price of the product on his virtual receipt. If, on the other hand, the device is not NFC, the product is recorded in the traditional manner by scanning the bar code. Always on the smartphone, the specific App proposes customised promotions. You then pay at a reserved checkout. The application received an award at last edition of the NRF in New York.

The store also introduces other innovations: a Columbus Café (a absolute first for Intermarché), soon to be followed by a drive and a smart service, targeted to those who work in the vicinity: i.e. the possibility of storing shopping done before going to work in a special cold room and then collecting it in the evening.

The Retail Technology Awards Europe go to Edeka and Kiabi thanks to Wincor Nixdorf solutions

By
fabrizio.gomarasca
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The EHI Retail Institute has assigned the Retail Technology Awards Europe to the most innovative retail solutions in four categories: Best Instore Solution, Best Enterprise Solution, Best Customer Experience and, for the first time starting in 2015, Best Multichannel Solution.

This year the awards were presented during EuroCis which took place in Düsseldorf at the end of February.

The prize for Best Multichannel Solution went to the French fashion retailer Kiabi, which operates more than 450 stores in France, Spain, Italy, Portugal, Morocco and Russia. Kiabi positions itself rigorously as a multichannel retailer in order to offer its customers a seamless shopping experience across all its sales channels. For example, customers can visit the company’s bricks-and-mortar stores to collect, exchange, or return items they have ordered in Kiabi’s webshop. They can also order items in the store using a touch terminal installed there. Part of the high-tech shopping experience is the equipment issued to Kiabi employees that allows them to accept customer payments anytime, anywhere.

Wincor Nixdorf is Kiabi’s IT partner for implementing this multichannel project: Its modern retail store software TP.net 4.5 was installed at approximately 3,200 Kiabi POS stations, the retailer’s online and offline worlds were integrated, and all of its requirements for multichannel retail business with regard to functionality, architecture and an international orientation were met. Among other things, a consistent flow of data between sales and merchandise management is secured so that, for example, order processes and item availability can be coordinated across channels.

Moreover, the stationary checkout systems in Kiabi’s stores are connected to a variety of mobile applications on end devices running iOS and Android operating systems, and the integration of POS peripheral devices in mobile processes is ensured.

The category Best Enterprise Solution rewards projects that lead to significant increases in a company’s efficiency through the implementation of innovative systems and technologies. This award was garnered this year by the Edeka Group. As Edeka’s IT subsidiary, Lunar GmbH has taken on the task of optimizing Edeka’s business processes at retail, wholesale and headquarters level, including ensuring effective processes at checkout. Lunar’s IT partner, Wincor Nixdorf, worked closely with Lunar to develop a checkout simulation tool that uses genuine POS data to reconstruct, simulate, and analyze checkout processes in detail on a computer.

All the relevant variables flow into these simulations, from customer structures to volumes of merchandise purchased, scanning processes, and even cash handling. The process enables predictions on the expected capacity utilization of the checkouts, their throughput, and even customer waiting time. Through comparisons of available checkout technologies, (staffed checkout, self-service checkout, mobile checkout or tunnel scanner) it is possible to determine which checkout structures and technologies ensure the most effective checkout processes and support the retailer’s strategy optimally.

The Edeka Group uses this simulation instrument to make informed decisions about checkout equipment for the situation in a specific market.

 

 

The memory mirror makes its debut in Neiman Marcus: and the real fitting room becomes virtual

By
fabrizio.gomarasca
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Mirror mirror on the wall do I look better in the red dress or the blue one? It will be easier to answer this crucial question thanks to MemoMi, the memory mirror of MemoMiLabs Inc, for the time being installed in Neiman Marcus stores in San Francisco.

The mirror, which is actually a screen with a camera, has three key features: it provides a 360° view of the person, it stores and compares the “try-ons” of the various garments and allows immediate sharing on social media to seek the advice of friends and relatives. In short, this screen promises to integrate real and virtual experiences, just what the customer of the Third Millennium is asking for.

Memory Mirror – The World’s first Digital Mirror from MemoMi Labs Inc on Vimeo.

And it’s not just an isolated case. At the end of 2014, Rebecca Minkoff, in association with eBay, opened an interactive store in New York with “smart” screens in the fitting rooms showing digital content, allowing customers to browse the store catalogue and interact with staff and suggesting complementary items.

More than a war between real and virtual, therefore, alliances are being forged which at the moment are finding their expression in fashion.

Ds Group inaugura la digital boutique multicanale con Samsung, Microsoft, Sap e Intel

By
fabrizio.gomarasca
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Arriva la boutique digitale per i brand della moda e del lusso, insieme opportunità di competitività e di crescita e possibilità per i clienti di accedere a un’esperienza di acquisto coinvolgente grazie all’interazione tra internet e il punto vendita atraverso dispositivi smart.

A lanciare la soluzione omnichannel è DS Group, azienda italiana di consulenza ICT specializzata nella progettazione e nello sviluppo di soluzioni applicative mobile multipiattaforma e multidevice; fra le aree di maggiore focalizzazione per DS Group vi è la Digital Retail Experience, in cui ha affiancato nei percorsi di innovazione e di digital transformation marchi prestigiosi come Valentino, Calzedonia, Luxottica, Pinko.

Sulla base di tali esperienze nel retail e grazie a un ecosistema di partner leader di mercato come Samsung Electronics, Microsoft, SAP, Intel, Ingenico, Motorola, DS Group ha creato la Digital Boutique, spazio tecnologico basato sull’integrazione fra dinamiche proprie del retail e tecnologie digitali che oggi è possibile visitare presso la sua sede milanese. Un centro di eccellenza sul modello di negozio innovativo che DS Group sta progettando insieme ai propri clienti.

Centrale è il ruolo dei partner tecnologici che hanno partecipato al processo creativo e di sviluppo, operando con il team di DS Group; la Digital Boutique è quindi dotata delle migliori tecnologie per un modello di Multichannel Retail Experience di avanguardia. In particolare, Samsung Electronics ha fornito schermi LFD, videowall, soluzioni di digital signage e tablet per la cura degli aspetti tecnologici visuali; Microsoft, oltre a fornire i tablet Surface Pro 3 e gli smartphone Lumia 1520 e 830, ospita ed eroga l’intera piattaforma tecnologica attraverso la propria piattaforma cloud Azure; Intel ha supportato il progetto fornendo le tecnologie innovative in grado di migliorare la relazione con il cliente (soluzioni di digital signage) e per la gestione e l’analisi dei dati di mobile payment (dispositivi NUC – Next Unit of Computing). Sap Mobile Platform ha permesso di gestire soluzioni di mobilità su larga scala, basandosi sull’integrazione della migliore tecnologia mobile Sap in un’unica soluzione end-to-end.

Il layout e l’estetica di questo spazio sono stati realizzati dal designer Alessandro Luciani con i canoni di una boutique di lusso per struttura e stile; lo showroom di Milano propone quindi un percorso fisico ed emozionale attraverso le tecnologie digitali, seguendo le tappe che portano a una nuova esperienza d’acquisto.

Le tappe del tour tecnologico nella Digital Boutique

Cuore di tutta la struttura è Combenia, piattaforma che DS Group ha sviluppato specificamente per il retail per integrare le diverse tecnologie; ogni tecnologia supporta una tappa specifica dell’esperienza di acquisto.

1 – Si parte da riconoscimento e mappatura (Store Analytics and Virtual Check-In) del cliente che entra nel negozio: attraverso tecnologie di rilevazione fra cui telecamere, beacon e wi-fi, mappa gli ingressi della persona e la permanenza nello store e ne individua le caratteristiche principali (può essere usata anche fuori dalla vetrina per quantificare le presenze dei passanti nei diversi momenti della giornata); permette quindi di identificare e profilare il consumatore e attuare comunicazioni personalizzate.

2 – Seconda tappa, Interactive Digital Signage: un grande schermo, per mezzo di una web cam incorporata, proietta video e contenuti personalizzati proponendo outfit diversi a seconda del sesso e della fascia d’età della persona.

3 –  Hybrid Shop Experience con tavoli e totem touch interattivi che permettono al consumatore l’e-shop direttamente nello store: mentre prova un capo, può selezionare ulteriori misure e colori da catalogo e ordinare modelli non disponibili in negozio, con consegna successiva a casa o altra destinazione;

4 – Smart Dressing Room: il camerino multimediale che, all’ingresso del cliente, effettua la rilevazione dei capi muniti di tag in transito, consentendo alla marca di effettuare statistiche tra il provato e il venduto e profilare le preferenze delle persone; inoltre, può raccogliere feedback sull’abito provato attraverso lo specchio touch screen interattivo che, adeguandosi alle scelte del cliente comunicate con un ‘tap’, propone altri outfit o prodotti;

5 – Mobile Payment: i dispositivi mobili dedicati al pagamento, fra cui il Mobile Pos, che, sempre mantenendo massima sicurezza, smaterializzano il punto cassa eliminando le code e le attese e garantendo flessibilità e comodità.

Ogni momento della customer experience è disponibile e governato da un dispositivo mobile in dotazione allo store manager e allo staff in store, messo quindi nelle condizioni di mappare e seguire il cliente in tutte le fasi dell’esperienza di acquisto, fornendo da un lato un servizio a valore per il consumatore, dall’altro raccogliendo dati preziosi per l’analytics/intelligence dello store e del brand.

Carrefour is testing the shopping experience with the smart watch

By
fabrizio.gomarasca
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The Carrefour hypermarket in Villeneuve-La-Garenne, near Paris, since last April is a veritable laboratory in which the French retailer is testing the supermarket of the future. At the heart of it all is an App, C-où, which provides access to a number of innovations such as the location of the items on your shopping list in the store and identification of the shortest route to do your shopping.

This is made possible by the electronic labels with NCF technology. Now C-où can also be connected to smart watches, for now only the Samsung Gear S (but in the coming months it will also be enabled for other Android smart watches), where you can also upload your loyalty card for immediate access to the checkout tills. The partners of the operation are Publicis Shopper and the French start-up Think&Go.

The first tests were carried out in December, and now the technology is available to all customers with the smart watch mentioned above. According to the monthly magazine Linéaire, there are still very few customers using these advanced features. But in the technology field, the acquisition of new technologies is proceeding at leaps and bounds and not being part of it can be very painful, while the early adopters will be able to secure at least an initial competitive advantage not to be sneezed at.

Flyers and coupons, in Italy the desire for digital is growing

By
fabrizio.gomarasca
-

Flyers and coupons, the backbone of promotional communication of large-scale distribution, are about to undergo a revolution. Which mainly concerns their dematerialisation and digitalisation. But that’s not all. Because the switch to digital will allow retailers, for example, by connecting to the loyalty card and through the analysis of Big Data, to avoid “shooting at random” and offer customised promotions and discounts, tailored to the needs, tastes and habits of the individual.

While at the moment, communication via text messages remains the main channel, especially in the engagement phase, much is already being done, and much will be done during the course of this year in terms of dematerialisation. Because the benefits are numerous, and everybody is asking for it. First of all Mobile consumers, the vast majority of whom prefer to receive Mobile Coupons, increasing from 76% in 2013 to 88% in 2014. And the reasons are also changing somewhat: while still practical and convenient, there is an increase in the demand for customisation and the propensity to use them in the store, increasingly a place where real and virtual intersect and integrate, but also the social dynamics. Consumers prefer Apps that aggregate different offers (even though there is a decrease according to the Doxa/Observatory survey from 76% in 2013 to 73% in 2014) because they provide the possibility to instantly compare the proposals, but the percentage of those who prefer the App of their favourite store is increasing (from 24 to 27%) because it allows customisation and additional services.

Then on the retailer side, experimentation is already underway, at different speeds. Both proprietary Apps as well as third-party wallets, coupon aggregators, are used. The phases to be considered are reading, redemption and clearing; reading can be via QR code, typing or check-in at the till, the coupon can be virtualised on the physical loyalty card or using contactless technologies or an image scanner.

The brand industry is extremely interested. Among the benefits envisaged are acquisition of customer information, cost reduction, offer customisation and fraud reduction. In addition, there is the possibility to verify the campaign results more rapidly and possibly make corrections on the fly.

“Brands are waiting for the retailers. Which have various problems to solve – explains Marta Valsecchi, head of research at the Mobile Marketing & Service Observatory of the Politecnico di Milano – of a structural nature (the economic situation, national or local extension, size, etc.), regarding the choice of the most effective channel for distributing coupons (proprietary App or third party wallet, or a combination of the two) and with regard to reading and redemption systems, which must be enabled. Technological replacement is on the move, also driven by the need to in any case replace obsolete terminals, but it should be part of a broader strategy. The real quantum leap will come with the adoption of a CRM approach, in order to build a single view of the consumer along the entire purchasing chain. There is a lot going on, with various experiments in a number of stores: let’s see what the consumer response will be”.

The digital flyer: already read by 5 million Italians

According to a Nielsen survey, 20 million households receive supermarket flyers and 12 million read them regularly. The online flyer is now read by about 5 million people, half of which only on Mobile devices. “The numbers are starting to become significant – says Marta Valsecchi -. And Mobile is becoming a new communication medium.

Not only: users browse the flyer both outside (30%) as well as inside (17%) the store. Then there are those who aggregate flyers, very popular with users and which have also become a new means of communications in which to invest”. The flyer in the store app is very widespread (72%) although not reaching the levels of consumer electronics (100%). Also in this area, therefore, there is much to be done.

The smartphone is not enough: at Tesco stores you shop with Google Glass

By
Anna Muzio
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Google Glass: not everyone can afford it, it costs more than 1000 euros and is currently a whim (with a tendency for breach of privacy), but that “wearables”, wearable and connected devices, will spread exponentially in the coming years is a fact. And so Tesco, the main British brand, is doing an operation of image rather than substance, certainly, but which promises to be talked about. Shopping online with Google Glass: even more technology, which uses the Google voice device (“OK Glass, start shopping”) and the scanning of barcodes to put together shopping lists, obtain nutritional information and ship the order, which will later be delivered to the home. The software was developed by the team of engineers and computer experts at Tesco Labs. The video shows how the App works.

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