Director at Ideal Interface
10 February 2012 15:03pm
I'm looking for examples of retailers that are using tablets in their store(s) as part of the multi-channel buying process.
This could be for showing additional products, dealing with out-of-stock items, maintaining user data (by linking to online/website sales) or just to show different images / video.
Anyone seen anything that is useful?
Editor at Econsultancy
17 February 2012 09:48am
There are quite a few examples, Apple being an obvious one.
I think there's a lot of potential. They have the 'wow factor' for many shoppers - having iPads in store fits very well with luxury brands for instance.
Burberry is a good example of this. To tie in with its Spring/Summer 2011 collection, it invited customers into 25 stores to view a livestream of the catwalk show before being handed iPads to purchase items from Burberry's app.
Oasis has also trialled this - allowing customers to order from the changing room.
CSL Sofas staff use them to show 'room planner' tools and show customers items that may not be in stock at the time, and for placing orders.
17 February 2012 13:37pm
Thanks for taking the time to respond, I've looked at the examples you've mentioned and definitely agree this is where the higher end of the market is heading.
Here's links to more info should other users be interested:
17 February 2012 13:46pm
Here's a review of the in-store Oasis iPad experience: http://snowpatrol.snowvalley.com/2011/10/25/oasis-flagship-store-%E2%80%93-in-store-technology-with-ipads/
17 February 2012 14:01pm
Thanks. That review of Oasis's iPad is less than positive. There does seem to be a big gap between doing it (quickly) for the sake of it, and doing it well ... in other words with a relevant and beneficial user experience.
17 February 2012 14:10pm
Yes, it may not be representative of all such implementations, but that does seem like it's for the sake of it in that case.
I like the idea of being able to pay via iPad - that should free up staff time and save people waiting in queues.
I think, for it to be worthwhile, shoppers have to be encouraged and educated on how it works. Also, it should perhaps be used to provide extras - such as video content around products, reviews, buyers' guides etc.
I'd like to see some case studies in this area, but it's early days as yet.
Research Manager at Econsultancy
17 February 2012 17:31pm
Another example is Marks and Spencer, who use iPads to showcase their products in their French stores.
Customers can browse and purchase items on the iPad while shopping in the physical store: http://www.fashionunited.co.uk/fashion-news/fashion/marks-spencer-opens-french-flagship-2011112413446
In their UK stores, M&S have also trialled an in-store touch-screen “outfit builder” catalogue called Style Online. This allows customers in smaller stores to access the full collection across the M&S range, where previously they would have had to travel to a larger store.
There's a good video of this in action here:
Topshop also comes to mind, although this is more an example for use in an in-store promotion rather than for the buying process. Topshop used iPad 2 technology for their in-store "Wish You Were At Topshop campaign":
Pictures of this in action here: http://www.matsmithphotography.com/photolife-blog/topshopwish-you-were-here
This Mashable article may also be useful for some additional examples in retail: http://mashable.com/2011/06/29/ipad-retail/
19 February 2012 18:09pm
Thanks for all these useful links, they are a great research resource.
I'm very interested in the way a tablet can complement the in-store process (either adding to the retail experience, providing a greater range or just short-cutitng the checkout when it is busy).
I'm sure more great examples will appear over the next few months.
The Multichannel Retail Report 2012 is based on a survey of 1,000 consumers in the UK and 1,000 consumers in the US, carried out by Econsultancy using Toluna QuickSurveys, in August 2012. The report analyses key areas such as the demand for multichannel retail, the impact of online research on offline purchases, and the emergence of mobile as a retail channel. The results of the survey are compared, where relevant, to the results of a similar survey carried out by Econsultancy and Toluna in 2011.
This 28-slide presentation was delivered by Econsultancy's CEO, Ashley Friedlein, at RichRelevance's customer event in London on 27 September 2012. In this presentation Ashley asks what retailers can learn from publishers and brands online. Specifically he looks at examples across content strategy & planning, content curation, content experiences where brand/publishers are arguably out-competing retailers online at the moment.
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