In last Thursday’s Raconteur supplement about e-retail there was a list of ways that retailers are using mobile technology to improve the customer experience in-store (p.8-9). My favourite is the use of Radio Frequency Identification Tags on products so that you no longer have to queue up to pay; instead, sensors at the store door are able to pick up what you have in your bag or trolley and charge the correct amount to a pre-registered card. Certainly makes self-service check outs look like something out of the dark ages, although, having said that, I can imagine the automated system having a number of teething problems...
One of the other technological innovations mentioned was an application that enables customers to scan product barcodes a see a ‘video showing them how a product is made, information about its Fairtrade status or footage of catwalk shows’. A great way of empowering consumers to be more discerning about what they buy, and a great opportunity for manufacturers and retailers to showcase the responsible/sustainable credentials of their products. In any case, with all these new innovations in technology, there are going to be far fewer places to hide!
One of the other technological innovations mentioned was an application that enables customers to scan product barcodes a see a ‘video showing them how a product is made, information about its Fairtrade status or footage of catwalk shows’. A great way of empowering consumers to be more discerning about what they buy, and a great opportunity for manufacturers and retailers to showcase the responsible/sustainable credentials of their products. In any case, with all these new innovations in technology, there are going to be far fewer places to hide!
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