With #NRF17 in the books, retailers and solution providers now have a broad picture of all the hottest trends and technologies the industry has to offer. But it’s unfortunately true that many of the technologies on display likely won’t be applied in retail stores and web sites until after 2017, if ever.
In a guest column for Retail TouchPoints, Fred Schank, Director of Digital Experience and Technology at Zimmerman Advertising, identified which of the popular technologies displayed on the Javits floor “Checked Out” or “Didn’t Check Out” for the near future.
The RTP editorial team discusses whether they agree with Schank’s assessments as to which technologies Check Out/Don’t Check Out when it comes to helping users and brands accomplish their goals.
Debbie Hauss, Editor-in-Chief: Although I believe VR is definitely going to saturate the retail market to some degree — both in customer-facing applications and behind the scenes — it’s still expensive, so we can probably have this same discussion after next year’s CES and NRF events. The one technology that I thought was cool, and will help make visiting the store unique, is the foot scanner. Being a runner, I know the importance of trying on shoes before buying them. I also know that our feet change depending on a number of factors, including age and weight. So if the foot scanner actually works it could be a draw for all types of shoppers, from toddlers to seniors. It’s a simple but effective addition. The bottom line here is that it doesn’t have to be the most expensive new technology to be effective.
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Adam Blair, Executive Editor: Fred Schank’s insights into what checks out and what doesn’t at NRF 2017 brought home the challenge so many retailers face: how do they make the in-store shopping experience fun, memorable, and most important, useful, when we’re all carrying around powerful computers in our pockets? One answer is to focus on very specific pain points in the shopping journey, such as finding shoes in the right size (the foot scanner technology) and speeding up checkout. Certainly there’s still room for a “wow” factor in retail, but it also needs to be friction-free and, ideally, tied to the shopper’s own mobile device (the Think & Go digital displays). And I’m no germaphobe, but I agree that putting on VR goggles in a retail store is a step too far, both for my sense of dignity and my personal hygiene.
David DeZuzio, Managing Editor: Fred Schank got it pretty much right, but if I’m going to be honest — I think anyone wearing those VR headsets look ridiculous, myself included. Yes, it’s cool technology and, yes, it can be helpful, but I prefer to see VR/AR via my mobile device while I’m holding it, not as it is weirdly strapped to my face. And, the only other difference I have from Mr. Schank is that it was hard to see any POS/checkout solutions at NRF, including Focal Systems and Stoplift checkout cameras without thinking of Amazon Go. Would any and all of these be completely irrelevant in the not-too-distant future? Maybe, maybe not, but I’m sure every retailer has Amazon on their mind for more than checkout solutions. Either way, whatever tech or trends that catch on and are adopted by shoppers will look like pure genius, while the others will end up as another entry into the big history book of ridiculous tech folly.
Klaudia Tirico, Features Editor: Fred Schank basically nailed this list of what checks out and what doesn’t in terms of the customer-facing technologies displayed at NRF 2017. All retailers want to go above and beyond to ensure their customers have a shopping experience that keeps them coming back for more, but some ideas are just way too far-fetched. One example Schank noted as a “hit” that I’m still questioning is clothing on demand by Thursday Finest — not in the sense that it won’t work, because it already does; but from a customer perspective, I’m not sure how important a perfectly fit sock or hat is to people. But to each his own. In addition, and to Adam’s point, VR in stores does sound really cool, but I, too, would prefer not to wear a headset previously worn by dozens of customers. I think VR shopping experiences are best utilized at home, much like the concept The Apartment By The Line showcased at NRF last year.
Glenn Taylor, Senior Editor: Part of the fun of attending NRF is getting a first look at technology that could end up in any store you walk into down the road. Given how much talk there has been about chatbots and AI going into 2017, I’m glad Schank brought up the mode.ai visual chatbot. While there is still plenty of room for improvement when it comes to machine learning, chatbot technology is growing within retail and has already been applied in a few select cases. As more brands aim to interact with the consumer efficiently, chatbots will be an asset when it comes to recommending products and answering typical questions, which might take longer with a standard search option.
