The challenge of adapting technology to design
In an increasingly digitized world, new professional challenges arise for personnel with a technological profile. In fact, the retail sector has begun placing artificial intelligence at the service of the end consumer as well as new interfaces for interacting with technology and improving the experience. None of this would make sense without the incorporation of an effective and attractive design for the customer; one that will catch their attention, they will approach and decide to interact with the technology, which in turn will also promote a positive experience at the store.
What are the benefits of investing in a good design of this technology? In the first place, it is worth mentioning that the design itself provides a value that could make the difference between a good and bad purchasing experience for the customer. The aim of investing in the design is for the user to feel involved, improve their customer journey at the store and encourage them to become a frequent customer. To accomplish this, a high impact technology must be implemented at physical stores.
What technology shall we chose?
To illustrate the implementation of innovation in the design of technology, Beabloo has worked on a project for Calconut in collaboration with Keonn. Calconut, one of the leading companies in the nuts sector worldwide, needed to develop a strategy for the B2C project of their “nut&me” brand, a product line with a mostly young customer base between 25 and 54 years old and differentiated into two niches: fitness and foodie customers. In response to the needs of both types of customers and aware that an innovative vision is required to add value to their customers, Calconut decided to work with Beabloo within the framework of this project.
The company’s goal was to introduce the different product types and lines to the consumer through an audiovisual experience that would evoke different feelings.
With this spirit of innovation and creativity, the company decided to create a sensory shelf for their customers equipped with the Interactive Product Display solution by Beabloo, based on RFID technology by Keonn.
This technology allows automatically displaying content on a digital signage (videowall, screen, totem, etc.) about a product as it is lifted off the shelf by the customer. The information provided may include the characteristics, price, or other aspects about the chosen product. Also, when a second product is lifted off the shelf, the tool provides a comparison between both products, which helps the customer decide which one to purchase. This tool can be used to determine what product is cheaper or which one has better features and help the customer decide.
Specifically, the shelf designed for Calconut is introduced as a food display case with 7 of its product lines. When a customer lifts an item, the system provides information and automatically plays the video associated with the product line or range the customer is holding in his hand and displays these images on a screen.
Interactive Product Display is a solution designed for showcasing products from many different types of retail businesses; from electronic devices, to home decor, accessories or, as in the case of Calconut, food products.
Keonn and RFID technology
The Interactive Product Display solution, integrated with Keonn technology, displays the information on a screen and the products can be recognized because they have an RFID tag; in other words, a radio frequency identification tag.
Keonn provides RFID coding systems (based on printers or coding stations), RFID inventory systems (hand readers, RFID robots, overhead systems and intelligent shelves), RFID interactive systems (recommendation systems, interactive fitting rooms and intelligent mirrors), RFID point of sales systems and RFID anti-theft systems (overhead, floor rugs and stands).
Retailer stores will increasingly become more interactive spaces where the customer experience will be more responsive and entertaining. RFID technology is an essential element of systems aimed at improving customer experience and helps increase sales, cross sales and conversion rates.
How do the Interactive Product Display solution and RFID tags work?
When using Interactive Product Display with Lift & Learn technology on a retail piece of furniture or shelf, the system detects a customer has lifted a product and information about the product is displayed on the screen (promotional videos, additional information or details about how to use it with other products). All this content is managed from the CMS or Content Manager by Beabloo. This software allows to upload content, create messages using multi-zone templates and display images, text or video. In this sense, multi-zone templates allow creating layouts that promote cross-sales by offering supplementary products and increase both the revenue as well as customer engagement. This feature makes Lift & Learn the perfect technology for displaying the chosen products and boost sales. This translates into products with more visibility and more attractiveness, and encourages interacting with the customer.
On the other hand, this solution provides relevant data about the interactions between visitors with the showcased products. For example, when we determine a product has raised more interest, the store manager is able to offer more effective promotions directed specifically at their customers.
When the design presents a challenge: the case of Calconut
In the Calconut pilot project, the implementation of the required technology on the sensory shelf presented a great challenge: the shelves were made of glass, which made installing Lift & Learn very difficult for Beabloo. This was a problem they had never encountered before since the installation of the antennas on the shelves would be very noticeable. The alternative was to redesign the technology to facilitate installing the antennas on the sides of the shelf. This way, Lift & Learn technology can be adapted within the framework of the co-innovation project with Keonn.
This presented a real opportunity of testing a co-innovation project to satisfy the customer’s needs and in turn evolve the technology. With the installation of the antennas on the sides of the shelf, the design of this installation maintained the aesthetic appearance of Calconut and Beabloo’s technology would achieve its purpose.
Also, a glass shelf with wooden sides allows installing Lift & Learn in a manner that adapts to the design and when a customer lifts a product, all the information will be displayed and a descriptive audio of the product will be played on the digital signage.
This way, we have been able to respect and maintain Calconut’s image with the aim of implementing a solution that will help make the offered products more visible, encourage interactions with customers and increase sales. Likewise, the consumer is given the opportunity to enjoy an audiovisual and evocative experience with the products of the brand.
These types of challenges and co-innovation projects with its technology partners has allowed Beabloo to continue advancing in terms of the innovation of its solutions for digitizing physical spaces and improving the customer’s experience.