A Blink as good as a Nod in finding products instore?

                                                                                           pic: Lighting

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?

Optimised multi-device access: helping people buy?

Following an era of making products available and selling to potential shoppers, perhaps it is time for retailers to help people buy?

This means adjusting the dimensions of the shop ‘doorway’ to enable access in whatever way people want to buy. In fact, latest research from Venda reveals that retailers are failing to adapt to the shifts in online consumption and purchasing habits. In fact, just one of the UK’s top 50 most visited retail sites, Currys, currently hosts a responsive website – where content on the site automatically adapts according to the device being used.

Consumers now use phones, televisions, laptops, desktops and soon even glasses and watches to access their favourite brands and retailers. In fact, the wearable device market has been tipped to ship 485 million devices annually by 2018.

But how can we deliver a consistent user experience across such a range of devices and capabilities? The answer lies in a suite of technology and design techniques which are collectively referred to as Responsive Web Design.

With the actual site content and functionality being determined by the dimensions and capabilities of the device being used, customers are kept more engaged by no longer having to navigate a site designed for desktop PCs. With consideration also given to the speed of the device and its connection, further improving user experience, the solution encourages repeat site visits, higher conversion rates and ultimately sales.

Operating on a single responsive site, retailers’ SEO authority is maximised, with all mobile traffic being directed to one consistent URL, allowing customers to share links knowing that, when viewed, the content will always be optimised for the viewing device and not the device the link was shared from.

Not just retailers..
Given that a supplier’s site can be the first port of call for a curious consumer, are brand owners missing a trick in serving up one dimensional access, translating into ‘take-it-or-leave-it' for the savvy visitor?