COMMUNICATIONS
followed by incorporating them into customer’s mobile devices. “It is the next piece for us,” she added. “The first is using the instore pieces to get people online and the next is increasingly about what does mobile do for us.” This could be through the use of apps, QR
codes or even some other emerging technology. One possible implementation would involve the customer scanning a product’s barcode from the kiosk screens and style guides, which could aid their purchase of the item instore or through Tesco’s online store. Such activities will undoubtedly be viewed
as complimentary to the mobile developments taking place at the Tesco-owned Giraffe restaurant chain that recently launched a mobile loyalty app for iPhone and Android platforms, which offers free coffee and money-off food rewards. It utilises QR code technology whereby the in-
built scanner is used to add virtual reward stamps to the mobile-based loyalty card. The app also uses geo-location mapping to find the nearest restaurants, menu browsing, and a reservation function operated by Live Res. Juliette Joffe, co-founder of Giraffe, said:
“We’ve tried to keep it as simple and concise as possible to appeal to a wider audience, whether they are popping in for a regular coffee or visiting us for a meal.” As Tesco rolls out Giraffe restaurants into its
larger superstores (like the Watford Extra store revamped this August), the app will enhance the instore experience, which Tesco now recognises as essential to the success of its bigger outlets. Adding to this is the likelihood that the grocer will introduce iPads into its stores, according to Shamma, who also said she can see a role for them in the future. Tablets are certainly an important part of the
Adidas ‘boot wall’ that has been trialled in six of the brand’s stores around the world including London and will be rolled out to further outlets as well as other non-store locations. Michelle Tinsley, director of transactional
retail at Intel – whose technology is behind the solution, says the boot wall comprises a single panel interactive screen, which has been slimmed down from the first iteration that was a much larger video wall arrangement. It enables ‘endless aisle’ capability with a display of Adidas’ full range of boots on an
www.retailtechnology.co.uk
Tesco F&F Clothing store kiosk
With increased numbers of mobile-based
implementations being introduced into stores the availability of bandwidth has been a growing concern. It is therefore likely that the gradual introduction of 4G this year will prompt an acceleration of such applications instore. Certainly, it cannot come soon enough for
Simon Gordon, founder of security solution Facewatch, who says major retailers are all looking at centralising their CCTV solutions on the back of the roll out of 4G and fibre technologies.
Autumn 2013 37
interactive screen. To maintain privacy the transactions are performed via sales assistants armed with tablets. They are also able to provide additional information to customers about the products and determine whether specific items are in stock at the store. “The tablet is supplementary to the sales
process and although privacy was valued by customers they also wanted the assistant to help them,” said Tinsley, who adds that the effectiveness of this tablet/screen arrangement was highlighted when the stores with the video boot wall achieved five-times the sales levels of a store with static signage during a controlled product launch.
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