Pervasive Retail Part I: Web UX Meets Retail CX - Screens Large and Small at the Mall, Revisited

If you follow my blog(s), you know that I have a passion for interactive displays in public spaces, and that I enjoy watching how various technologies converge, jump across platforms and devices, inter-operate, and re-purpose over time.  

The best places for watching this unfold, in my opinion, are airports, malls, shopping districts,  and larger "big box" establishments, where the Web meets Digital Out of Home (DOOH), old-fashioned kiosks morph into multi-touch screens and gesture-based windows, and visual merchandising meets technology, digital culture, architecture, and consumer metrics.  At the center of it all is the user/consumer - regular people, moms, dads, kids, teens, the elderly, the disabled, the hurried and the worried. Adding to the complexity is that an increasing number of people who are out-and-about are tethered to various mobile devices.

In scholarly tech circles, the concept of DOOH is known "Pervasive Retail".  The explosion of mobile devices and ubiquitous screens has fueled the fire for research, and is the focus of the current issue of IEEE's Pervasive and Ubiquitous Computing.   

Despite the influx of technology, no-one is exactly sure how to do it quite right.  (I have some ideas, which I'll save for a future post.)

If you are interested in learning more about concepts related to "pervasive retail", the Retail Customer Experience website is a treasure trove of information related to DOOH, digital signage, multi-channel retailing, in-store media, kiosks, interactive touch screens and windows, related metrics, and more, with stories about real-life technology implementation.

Mall Video

The following video, taken with my handy HTC Incredible, provides a quick sampling of the screens I encountered during a recent visit to South Park Mall, in Charlotte, N.C.  The last screens in the clip were taken in the Brookstone store, and will be included in another clip that focuses solely on all of the screens that were scattered about the retail space.  

I have a hunch that some of the smaller displays in the Brookstone store were iPads.  iPads and tablets have great potential for use for shelf-level in-store interactive visual merchandising deployments, given the right apps and mounting systems. (See iPads as Cheap Digital Signage, by Tony Hymes of DOOHSocial and the video about Premier's iPad mounts, for more information.)

Much of what you'll see in the following video, taken at the same mall in December of 2009, wasn't around during my most recent trip:

Screens Large and Small at the Mall

Interactive Coke Machine and Kid at the Mall

I was sad to see that the interactive screen on the Coke machine  had been replaced by an ordinary one.  Part of the problem, I think, is that the interactive display was too busy and as a consequence, made the goal getting a quick drink a bit too complicated for the average thirsty customer, as seen in the video below:

Touch Screen Coke Machine at the Mall: 90 seconds to get a coke!

RELATED

Previous Posts:

What is DOOH and Why Should We Care?

Quick Link:  Bill Gerba's Updated Graphic of the Digital Signage Ecosystem

Digital Signage and Digital Out of Home (DOOH), via The Digital Signage Insider, Digital Signage Today, and more

Interactive Visual Merchandising, Interactive Window-Shopping at Nordstrom, Downtown Seattle:  "Writing with Light"

Window Shopping in the Web Outside:  Interactive Window Displays (videos and links)

Close Encounter with "Best Buy On": Example of a multi-channel marketing approach using in-store media and an online magazine 

Video: Gesture Interactive Window Display at Repetto Store in France, by the Marcel Agency
Interractions (ACM) Cover "Proximic Interactions: The New Ubicomp?"; Plus - Close encounters with displays at the airport and JC Penney. (Briefly touches on the topic of accessibility/usability/universal design of displays in public spaces, an area in need of further research.)

The World Is My Web Browser: Interactive Technology in Public Spaces

References and Resources (Partial List)

Fujitsu's Pervasive Retailing (pdf)

Ron Brunt, InTouch with Retailing Whitepaper, 1/15/06

When all the world is a screen

Brian Monahan, IPG Emerging Media Blog, 4/15/11

When all the world is a screen (The video is worth taking the time to watch.)

Narayanswami, C.,  Kruger, A.,  Marmasse, N. Pervasive Retail, IEEE Pervasive Computing

April-June 2011 (Vol. 10, No. 2) pp. 16-18 1536-1268/11/$26.00 © 2011 IEEE 

References from the Pervasive Retail article:

Mobile Retail Blueprint, Nat'l Retail Federation; www.nrf.commodules.php?name=Pages&op=viewlive&sp_id=1268 .

G. Belkin, Pervasive Retail Business Intelligence, Aberdeen Group, Apr. 2010; www.slideshare.net/AxiomConsultingAustralia pervasive-retail-business-intelligence .

R. Wasinger, A. Krüger, and O. Jacobs, "Integrating Intra and Extra Gestures into a Mobile and Multimodal Shopping Assistant,"Proc. 3rd Int'l Conf. Pervasive Computing (Pervasive), Springer, 2005, pp. 297–314.

A. Meschtscherjakov et al., "Enhanced Shopping: A Dynamic Map in a Retail Store," Proc. 10th Int'l Conf. Ubiquitous Computing(UbiComp 08), ACM Press, 2008, pp. 336–339.

C. Stahl and J. Haupert, "Taking Location Modelling to New Levels: A Map Modelling Toolkit for Intelligent Environments," Proc. Int'l Workshop Location- and Context-Awareness (LoCA), LNCS 3987, Springer, 2006, pp. 74–85.

Cross-posted: The World Is My Interactive Interface blog

Another close encounter with in-store digital display marketing at Best Buy, bad internet TV controllers, bowling with the Kinect, and more...

Not long ago I visited a Best Buy. While I was there, I wanted to play around with the Kinect, but the demo system hadn't arrived.  As I wandered around the store, I encountered quite a few digital displays, part of  Best Buy's recent in-store digital media marketing effort.  I later shared my experience in a blog post,  Close Encounter with "Best Buy On": Example of a multi-channel marketing approach using in-store digital media that includes an on-line magazine.  


During today's visit to Best Buy,  I noticed that there were more display centers in various departments in the store, and many of the displays had useful and informative content. The Kinect demo was up and running, too.


Within the store,  I noticed a strong emphasis on HDTVs with internet capabilities. I  was hoping that the new Internet HDTVs would come with user-friendly touch-screen controllers, or at least an app for use on touch-screen smartphones, iPads, or other touch-screen tablets. 

What I found was disappointing.  On display were traditional-looking multi-button remote controllers, controllers that looked like PC keyboards,  and of course, Sony's confusing multi-featured contribution to the Internet TV scene.


None of the controllers seemed to be easy-to-use, or capable of supporting web-navigation and other web interactions on HDTVs from a distance, especially when the goal is to watch movies and video from a recliner in a darkened family room.  


What sort of user-centered design or usability studies were in place during the hatching of Sony's Internet TV controller?!  (For more about bad remote controls, one of my pet peeves,  see  "Oh! No! Sony's "Mother of Remote Controls" for Google TV, 74 Buttons and Counting")


Below is a partially annotated slideshow of pictures I took of some of the displays and other things I encountered at Best Buy.  Enjoy!



Close Encounter with Kinect Bowling
It wasn't easy trying to bowl and take video with a phone at the same time! 
(Please excuse the shaky video effects and the view of my fingers.)

Close Encounter with "Best Buy On": Example of a multi-channel marketing approach using in-store digital media that includes an on-line magazine.

Over the next 9 months or so,  I'll be in the market for a computer, an iPad or something similar, a Kinect, and maybe a mid-size Internet-enabled HDTV.  As a consequence,  I turned in to  a Best Buy on my way home from work Friday to see what I could find.  I didn't want to spend much time at the store, since I'm the type of shopper who goes in, finds the desired item(s), and leaves.  


During this trip to Best Buy, my shopping habits were broken, at least temporarily.  I found myself wandering around, looking at the numerous displays of all sizes located about the store.  The displays distracted me from my intended mission.  Below is a slideshow of the pictures I snapped as I wandered about Best Buy:

As a result of the displays,  I spend more time in the store than I'd planned. I left the store empty-handed.  But that is OK, since I think that this strategy, in the long run, will have the power to entice me back to the store and leave knowing that I've made an informed purchase.


According to Gail Chiasson in her Daily DOOH post,"Best Buy's New In-Store Network", Best Buy established an internal advertising and editorial team in 2009, and officially launched a multichannel network called Best Buy On, which extends the in-store network of displays, to the online magazine, also called Best Buy On .   Best Buy On focuses on different theme each month. This month's theme featured all of the cool things that were unveiled at the recent Consumer Electronics Show. 


The bottom line with in-store DOOH is that customers are provided with with enhanced information about various products in each department, and this information is coordinated with the enhanced information they can access on-line.  Put together, this might lead to better sales,  and happier repeat customers in the long run.  


As I went about Best Buy,  I thought that it would be better if the in-store network of displays was less disjointed.  I also was puzzled by the somewhat inconvenient placement of some of the displays.  People who stand in the middle of an aisle to look at a screen block the view of the screen and the other items on display, and also block the paths of other shoppers!


Although I didn't spend a lot of time scrutinizing the content on all of the screens I encountered, what I did look at gave me the impression that there is need for improvement.  Pretty multimedia content might be attractive to the eye, but if it doesn't  meet the needs of customers in specific departments, it might not be effective.  


Here is a personal scenario:
My 80-year-old mother needs a new laptop and would also like to find an eReader that is suitable for someone her age.  She needs a new printer and is thinking about getting a digital camera.  She has some money to spend, but from what I can tell, she'd be a little confused by all of the flashing screens!  


I'm not sure what my mother would make of the displays, especially those that run animated comments about products from Facebook fans!


(Note:  I plan to go with my mom to Best Buy soon, and I'll share this experience on this blog in the future.)


Although there is room for improvement, the Best Buy On approach is a start.   I would like to see more touch-enabled displays as part the in-store network, given the fact that Best Buy sells touch-screen gadgets, tablets, and all-in-one PCs.   The large-screen touch-enabled displays could provide customers with an Amazon- like advisory feature.  This is something that would be very helpful to my mom and other non-geeks.


Best Buy also needs to get the Kinect demo up and running!


RELATED

FAR OUT 1/9/11 (Best Buy On video about products at CES)

What is Best Buy On?  (Description of on-line magazine)
Best Buy Addresses High-Tech Obsolescence
Shirley Brady, Brand Channel, 1/18/11
Buy Back Program from Best Buy Helps "Future-Proof" Today's CE Purchases
Jeremy Baier, Best Buy, 1/10/11
"Best Buy CEO Brian Dunn describes the consumer electronics retailer's just-launched Buy Back program as "a game-changer." The goal: to help customers embrace new technology with greater confidence."