In
this creative clipping, we explore the increased use of technology in the
purchasing process and identify four interesting technological uses in the path to
purchase.
1. Fashion: Kate Spade
During
the summer of 2013, lifestyle, accessories and fashion brand Kate Spade created four 24-hour pop-up
store fronts in vacant retail spaces in New York City. The store fronts
included interactive windows which displayed the ‘Kate Spade Saturday’ line of casual ladies clothing and
accessories. Shoppers could view the line on the interactive windows and
purchase items using their telephone numbers. Shoppers in selected areas of the
city received their items via a free delivery service within one hour of
purchase, with payment being taken at the point of delivery. We believe that
this is inspirational because the activity brings a different experience to the
online shopping process as well as surprising and delighting customers with the
delivery of their purchases within the hour. This activity could be duplicated
by other retailers around the world in the fashion, grocery or cosmetics sectors.
However, the promise of the free delivery within the hour may vastly reduce the
delivery area in a city with high traffic.
2. Online Technology: Metail
Before
the internet was popular, most people visited retail stores when buying new
clothes. Retail stores usually gave customers the option to try on clothing in
a fitting room in order to make a decision on their purchase. Online clothes
shopping, where shoppers can view items on models or mannequins before deciding
on their purchase, is ever-increasing in the UK. Without the opportunity to
‘try before you buy’, online clothes shopping could be a bit of a gamble.
Cambridge University graduate Tom Adeyoola has created Metail, a service which uses 3D technology to allow users to create
a version of themselves online to view what clothes will look like before
committing to buy them. Users can create their own avatar using measurements of
height and weight, as well as hips and waist size. The avatar also includes six
skin tone options and two hairstyles. Once an item is selected, users can click
the ‘try me’ option to view the clothing on their avatar. We like this because
it gives a glimpse into the online shopping of the future. At the moment, the
service is only being tried by a few retailers, but hopefully the app will
improve and this will become the normal route to shopping online in the future.
3. Mobile Technology: Walmart
Multi-national
discount store Walmart partnered
with consumer goods company, Procter andGamble to adapt the retail experience for commuters in Toronto, Canada from
in-store to bus shelters. The ‘online bus stores’ displayed QR codes linked to
goods such as toothpaste and laundry detergent which commuters could scan using
their smartphones. After purchasing the items, they were delivered to homes for
free. Walmart are looking at rolling this out on a larger scale across the
city. Waitrose has revealed plans to
install collection lockers in travel hubs including Gatwick airport, allowing
travellers to shop using their mobiles abroad and collecting groceries on
arrival. Tesco trialled a similar
activity in 2012 where customers could scan items using smartphones from points
set up in the departure lounge, which were delivered to their homes once they
had returned from holiday. We like these because they make use of mobile
commerce, which is growing in popularity with the rise in smartphone purchases.
It also means that people with busy schedules will have a quick and convenient
option for shopping. However, encouraging purchases on mobile phones would
reduce the number of overall store visits and therefore change the grocery
shopping experience, including reducing the number of impulse purchases.
4.
Cosmetics: Birchbox
After
a number of successful pop-up store events, online retailer Birchbox have opened their first bricks
and mortar store in New York City. Originally set up as an e-commerce business,
Birchbox offers a selection of beauty samples every month to their subscribers.
The store takes the concept into a retail environment by hosting iPads and
touch screens where customers can complete questionnaires in order to receive
personalised product recommendations, customising the shopping experience for
each visitor. With products from over 250 brands, Birchbox provides visitors
with a large choice to try and buy. Products are grouped by category such as lips,
hair, eyes, in the same way that they would be filtered online as opposed to by
brand which is how stores are traditionally set up. "It's the best way to
discover beauty" said Katia Beauchamp, one of the company’s founders.
Birchbox subscribers also have the opportunity to attend free cosmetology
classes held in the store. We like this because it provides a new experience in
cosmetics shopping, allowing consumers to try a range of products that they may
not have seen. Though the pop-up stores have been quite successful, it would be
interesting to see the permanent version of this innovative retail experience
lasts.
