Wondering about customer experience? Smart mirrors would show campaign videos with a QR code and media screens in the windows would do the same. Make the mannequin interactive by projecting faces talking onto an egg head mannequin
Create your own digital gift shop with screens, mirrors and extended conversion on the mobile. QR codes in a graphic holder are added to mannequin groupings, fixtures and product displays.
What do new technologies mean for shop fitting? And how can online presence be aligned in store?
In the past period we have seen the importance of online presence. And once the shops will reopen, the added value needs to be found in interactive shop fitting, putting aside the idea that ‘everything’ goes online and that ‘we do not need shops anymore’. We look not only at single shops but also at shopping areas, a collective of stores, a digital lifestyle and loyalty platform where online and offline are integrated. And where there is a role for shop fitting to realise full integration.
Tomorrow’s shop and shop fitting
What if you could view the collection without visiting the wholesaler or without even having to purchase, while still being able to sell to the consumer all the same? And if you would be able to offer a wider range with affiliate marketing?
What if your shop is next to a busy underground station where you would be able to deploy digital screens, and you would have an extended shop? What if you would have a location app with your favourite shops and special offers, which steps would you need to take first?
Data are leading in almost every new situation these days. Whatever new shopping situation presents itself, it is all about data. But how to assemble relevant data? There are conditions to be met.
Data assembly could be a service provided by the mall, but sites would need to be provided with plinths for glass fiber. Meaning you can then work with digital solutions in traditional elements such as furniture, displays, walls or surfaces augmented with an interactive mirror, an interactive mannequin, a shop window, and much more. 220-230V and a network connection or wifi are preconditions.
We take a look at the added value for customers and show how the latest technology can work in a unique shopping experience that can make a difference. That aligns with the developments of retail operators and property owners, who aim for optimal customer engagement based on life phase and personas. To enhance data is paramount. Competencies, skills and instruments in tech, marketing, analysis and O2O (online to offline) organisation development are important to create an ecosystem. Collaboration in O2O, and B2B (business to business), B2B2C (business to business to consumer) and D2C (direct to consumer) with partners is a precondition to create an infrastructure, especially for options with 5G - as pilot projects are now being set up. This way we move forward.
Changing consumer needs
The consumer uses the mobile phone substantially but does not see the online to offline experience in the shop yet. In Asia the connection of online and offline with digital mirrors and screens is wider present, using augmented reality, virtual reality, QR codes, mobile platform apps, unmanned kiosks, loyalty, gamification and modern payment methods.
The Ice Store brings options in digitalising shops and shopping malls, and connects on site and online. Making the interactivity with target audiences bigger while achieving cost cutting with modern facility management. This has a positive effect on the earnings for all parties involved, such as tenants and owners.
Shops and shopping areas
Shopping areas presently intend to target a select (demographic) group related to the original positioning. This leads to unused potential, such as:
Design by HoL Group of London
Online to Offline (O2O) - Integration of technology in shop fitting, a new meaning to shopping concepts
Customers can see their online experience in the shop. Think of a customer who has seen something on the website, or on the website of one of the brands sold in the shop. They like a certain item and want to order but are still hesitant. Would it fit? Would the colour go with my complexion? These situations occur on a regular basis. Customers would like to look, feel or smell before they buy a product. By aligning the online experience to the shop in an offline experience on site, we keep the customer keen on the product while conversion options are expanded.
Did you find what you are looking for? Then it is not necessary anymore to stand in line for the cashier or to carry your purchases yourself on a busy Saturday afternoon. Instead, it is possible to buy through the digital mirror or screen and opt for home delivery. This is an easy and fun interactive shopping experience. By adding QR codes to content, the customer does not need to look up anything in the webshop, because scanning the QR codes leads directly to the item in the webshop. The transactie can be completed in the retailer’s own webshop environment, just like a regular online order.
Also, if there is no immediate transaction, the moment of conversion can be extended because the item is now on the phone and the customer can make the transaction at a later moment quite easily.
Fashion label Helena Hart, World Fashion Centre
Shop window and showroom
This can be done by combining shop fitting with in-shop devices such as a digital mirror, kiosks, screens, linked with ERP, CRM and CMS in a webshop. The online experience comes to live in the shop, and the actual item can be tried out.
The Ice Store is applicable for B2B, B2B2C and D2C customer experience aligned with the mobile phone.
Agents and brands look for digital solutions to give substance to B2B, B2B2C and D2C. More points of sale with affiliate marketing and pop ups, a wider range through the mobile phone, virtuele markets and unmanned shopping concepts bring the shopping experience closer to the consumer. The new 5G network facilitates even more options.
An example of O2O integration is The Ice Mirror, a Dutch product. The Ice Store collaborates on an exclusive basis with Oled Mirror TV, having over 18 years of experience in Mirror TV technology and hand made mirrors in Diamond mirror quality, a real mirror with an extra clear image area. This mirror is unrivaled by solutions such as the confrontation glass mirror, where the image is not or barely visible in shops or public spaces with lots of light. The Diamond mirror reflects the true colours of the item.
The fitting room as point of sale
The Ice Mirror is the first integrated product that The Ice Store introduced on the market. The online to offline retail and e-commerce concepts bring new solutions in customer engagement, the customer experience. Digital screens and mirrors give new meaning to shopping concepts and upselling and cross selling. A fitting room becomes a point of sale, showing the entire lookbook. Screens in store show the entire collection, while items are being sold with QR codes or augmented reality, and delivered at home. The customer navigates through options and details, and makes a final choice - either now or later, because it is possible to extend conversion while the item remains on the mobile.
Shop in shop and Pop up
Shop in shop items can be shown via the mirror while the items are not present in the shop, and can be bought online all the same. Meaning extra sales per m2 and upselling and cross selling options, as well as other possibilities such as long distance selling.
A pop up shop with screens and mirrors can help set up a (temporary) store at a different location. A concept can be tried out against relatively low cost.
The Ice Store concepts are Window shopping, Fitting room Point of Sale, Retail as a Service, Unmanned pop up and Shopping in Style. Although most solutions are seen in Fashion as well as Beauty & wellness - such as hairdressers, the solutions are also applicable in categories such as Supermarkets C&C, Hospitality, Automotive, and Retail property.
The importance of the solution is that there is a direct link between the item in the photo or video and that same item in the webshop. Now the consumer needs to remember the item and look it up later, but with this solution the consumer can scan the item with the QR code and mobile phone. This makes The Ice Mirror the solution to connect online and offline, marketing and sales on site.
B2B, B2B2C, D2C
This relates to webshop, sales department, customer service, technology, and other relevant departments to connect O2O, and B2B, B2B2C and D2C. And is also applicable to hangers, walls, floors, ceilings, plinths, and shelves.
In our concepts we connect online and offline solutions. Because it is a digital concept, we work with online retailers using their content to bring the sales process to the consumer. Also, conversion can be extended and the customer can be given extra incentives to make that conversion at a later moment.
Purpose of concepts such as The Ice Store is Retail as a Service, a new business model for property owners as well as wholesale showrooms and their retail clients B2B, B2B2C and D2C. The Ice Store offers training, workshops, coaching and eLearning to help set up the skills set to work with the new solutions.
Once a choice has been made, the customer can pay and have the item home delivered at any convenient moment - the same day or the following day. No more carrying your shopping on a busy Saturday, but hands free shopping while doing something else in town. Who would not want that? Think of the possibilities to show and sell a wider collection in your shop, such as different colours and patterns. It is possible without having the items in stock on site, a whole new experience.
Shop windows can be made interactive as well. Furthermore, there are plenty of opportunities to integrate technology on site. To push the integration of O2O and B2B, we need more focus on mobile devices. Leading to stronger processes between online and offline, a better customer journey and conversion. With our methodology we can give a quick scan of change needed in business model and management/organisation. This is the basis for the implementation of quick wins.
Scan to buy
Scan to buy with QR narrowcasting was launched in February 2017. Scan to buy provides the direct link between the item on the image or video and the same product in the webshop. At this moment the consumer needs to remember the product in the ad and try to look it up at home. With Scan to buy the item in the ad and the item in the webshop are connected. It is only a scan away using the mobile camera and QR code. This solution is the missing tool between sales and marketing in e-commerce.
Collaboration with World Fashion Centre Amsterdam
WFC Amsterdam has started a collaboration with The Ice Store and launched The Ice Mirror in the central hall of WFC Amsterdam (World Fashion Centre). The Ice Mirror is an interactive touchless (corona proof) mirror, connecting online and offline retail via QR code and mobile phone. Meaning that all steps are taken via one's own phone. The scanned item remains on the phone and can be shared with followers, network, family and friends.
O2O retail and e-commerce concepts bring new options in customer engagement with loyalty and gamification. Not new, but this is about the models in business and change, for people and organisations. This way retail transformation is formed holistically within the pillars technology * business models * change.
Virtual shopping concepts
Apart from online presence we will see more and more virtual shopping concepts, showing the shop in VR. Including call to action and options to transactions. One step further is the application of an avatar in the virtual shop, where you can see yourself for instance in a Christmas fair, see example on the left by our partner Covince. Shopping becomes an experience that remains on your phone even after leaving the shopping area - and can be re-accessed later via VR, availability of 24/7 personal shopping. Even if the shop is closed.
Unmanned shopping concepts
Connecting online and offline is also suitable for unmanned shopping concepts because it is possible to show information on products, pre orders, logistics management and online payments. In 2019 we worked with the Health Food Wall at Schiphol. The Health Food Wall offers a quick and healthy bite. The vegan concept is sustainability and health in 1.
The importance of a loyalty program
By using identity via in-shop devices combined with digital signage, the customer experience is brought beyond the moment of purchase. An integrated loyalty program controls the interest of the customer, and leads to more commitment. Loyalty is about personas, e-identity and data. Within 5G and the specially developed mobile devices, the solutions are fully used.
Integration shopfitting with partners
The Ice Store - O2O concepts works with professional partners to shape the concepts of The Ice Store. Our solutions are integrated in a high quality design, for consistent layout.
Yvette de Koste, The Ice Store - O2O concepts. January 2021
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