Predictions and Retail vs. Online
David Polinchock has posted some interesting 2007 predictions, most of which I agree with.
I wouldn’t have mentioned Second Life in there, as I suspect this round of 3D virtual worlds (does anyone remember Active Worlds?) has peaked and is on it’s way out.
I love the concept of retail spaces being reconfigured to be as easy to navigate as their online spaces. I wonder how many retailers understand just how important this is going to be to Gen Y. But how do you do it? Online sites have several advantages to B&M. Most notably, they can place products in the front of the store that are relevant to the buyer’s history. Also, you can get from department to department with a click, and find products just by clicking on their category or brand. Most stores seem to make navigation by brand to an elite few anchor brands.
I suppose some of this is solved by smart digital signage. Now that you can place a 7-10″ digital sign on a clothing rack for cheap, there’s no excuse for not having it labeled with “what’s on the rack”. RFID will make that even more intelligent, indicating what’s on the rack, and if it’s in your size.
And for that customizable homepage - how about a variation of the Mobil Speedpass? An RFID tag on your keychain (don’t you already have a chainload of store tags already?) that allows sensors to recognize you, and cause signage to highlight products of interest to you as you pass by. Think: “Dockers are on sale and in stock in your size in the following colors”. I don’t know - maybe that sounds a little creepy, but as long as it doesn’t slip any personal information to the person next to you by spouting “oversized depends are in stock in your favorite hello kitty pattern” - then I could get used to it.
The other aspects that retailers may glean from the web? User ratings, third-party reviews, and price comparisons. In keeping with David’s first comment about authenticity, retail stores may want to start to recognize that buyers are increasingly more influenced by what their peers have to say, than what the part-time holiday help store clerk has to say.
(2 votes, average: 1.5 out of 5)
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January 3rd, 2007 at 11:29 pm
This all may be true, Rob, but remember Minority Report? How annoying was it to have all of that signage not only customize to the nearest set of eyeballs, but also talk at the corresponding ears? While this form of marketing may take shape over the next few years, I may be avoiding the store that is overselling me… not praising it.
I feel that a majority (report, haha) of the public will feel the same way. Most people will accept it as a gimmick and get over it just as fast.
January 4th, 2007 at 1:03 am
Yes, Minority Report was pretty creepy, but if it didn’t have a leg in reality, it wouldn’t have been half as creepy. You’re right - it can’t seem like a thousand electronic versions of pushy salespeople. It has to be helpful and seamless, like the better websites.