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could be rolled out to all 400 outlets stocking its popular apparel range,  exclusively for Retail Technology. 


TESCO F&F TRIALS INSTORE TECH t


esco is trialling a variety of instore technologies within its F&F clothing areas in three stores that


 months as par t of a widespread move to   Satul thakrar, programme manager


 technology in tesco and the business is   where customers can use technology to  the result is two core elements – digital and social signage; and a   inspire – a Kids Styleme mirror ; a digital mannequin used to drive people to the F&F clothing areas in the stores; and a   lisa Fretwell, senior director of the


global retail and consumer products practice at cisco, said the it firm undertook extensive research on shopper behaviour and used this to underpin its recommendations to tesco and help it develop the five initiatives that seek to embed technology at the hear t of the   both the touchscreen order point and kids mirror have been very popular with customers in the three months since  of retec Digital Group, which helped develop the technologies, said the order point allows the full F&F clothing range to be made available and has helped the sale  By scanning the label or searching on an item it can then be ordered – for home delivery or for collection next day    screen the older customers like using the 


the magic mirror is also creating strong engagement, according to David  the device, by enabling children able to use swipe gestures to virtually try on a range of clothing including Disney and  “the average is 50 to 70 interactions


 model it is more difficult to see how it affects conversion rates instore but the next generation will have touchscreens  this is all part of the ongoing


experimentation that is taking place before any roll out occurs, according to thakrar,    the numbers of customers using the devices  after two months Fretwell said the


payback will likely be only 12 months, based on the current level of conversions – from the order points alone – which does not take into account the broad incremental sales gained from the other 


RETAIL MISSING A SOCIAL TRICK


recent research launched by Sap uK & ireland shows how social media has become a key source of information, influencing the purchasing decisions 


Just under a quarter of consumers (22%) had bought from a specific brand  eight (12%) had stopped using or buying from a brand due to negative social  roland van Breukelen, Sap cloud solution advisor in Europe, middle East and


africa (EmEa), told Retail Technology this is why Sap is developing a social network platform to harness the rich data held in its retail enterprise resource planning  “Simply having a presence and being seen to be responding is not nearly enough  not more so – to be providing specific and relevant information to the customer,  


march/april 2013 RETAIL TECHNOLOGY


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