Philips' app-based system determines the shopper's location via the flickering of the overhead LED lights
The system incorporates LED bulbs that are installed in the existing overhead fixtures. Depending on the specific fixture in which it's placed, each of those bulbs will flicker at a different distinct rate. Although that flickering is too rapid to be detected by the human eye, it can be detected by the camera of a phone running the app.
When a shopper wants to find a product, the app starts by ascertaining the person's location within the store, based on the flickering "signature" of the fixture immediately overhead. It then accesses a map of the store, and proceeds to guide the user from their current location to that of the item, presenting access to coupons where appropriate.
In fact new research shows that “missing key information used for product identification is the equivalent of being out-of-stock in a physical store”, and being unable to find the goods renders them out-of-stock, in shopper terms. The GS1 UK survey of 2,000 UK adults also revealed shopper beliefs, with 24% saying they didn’t trust online product information as much as they did the information they were given in store..
As the mobile shopper in the aisle is obviously online-instore, then accessing further product details, and being satisfied with the answers, helps the shopper to complete the purchase from a retailer they trust….
Availability, credibility, defensibility and value-for-money in a seamless, consistent multi-channel environment, is all it takes, as we anticipate a price-war to end all price-wars…
Ever hanker after the old days?
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