The chain of supermarkets Tesco continues its commitment to take advantage of new technologies has available in the digital age and is currently being tested in three of its UK stores different digital signage devices to provide multichannel consumers buying experience.

Tesco está probando una selección de tecnologías interactivas -incluyendo un espejo “mágico” de realidad aumentada y un maniquí digital- en tres de sus tiendas del Reino Unido, con el objetivo de crear una experiencia de compras multicanal para los clientes de su línea de ropa F&F. La cadena de supermercados ha puesto en marcha este piloto retail digital en sus tiendas de Coventry, Woolwich y Broadstairs, en colaboración con Cisco. All three establishments are equipped with a unit of digital signage that promotes clothing lines available in the catalog of F & F, and a kiosk touch screen self-service that customers can use to browse and shop through 'Chip and-pin '.

The kiosk, developed by the company Retec Interface, permite a los clientes navegar no sólo por las líneas de ropa disponibles en la tienda, sino también por las colecciones disponibles en la tienda online. Pueden encargar las prendas para la recogida en tienda o la entrega a domicilio, encontrar productos cuya talla no esté disponible en la tienda, y usar escáneres de código de barras para las clasificaciones de productos, opiniones y accesorios sugeridos. El objetivo es mejorar la experiencia de compra para los clientes de Tesco y proporcionar información para el personal de Tesco de cómo los clientes interactúan con los productos.

Situl Thakrar, head of operations development for online clothing section of Tesco, said: "We have begun to understand now, looking at sales data, the accessories are very large in terms of appetite for our kiosk. This answers questions about the business, indicating that we should have more accessories in stock. It is giving a two-way mechanism for customer feedback to say we like this, we are interested in having this. "

'Magic mirror'

Along with the kiosk and digital signage device, Woolwich store also features a Kids StyleMe Mirror, mirror created by the firm C In-Store que utiliza la realidad aumentada para superponer la imagen del cliente con imágenes de la ropa que seleccionan mediante una interfaz basada en gestos. Utiliza una cámara PrimeSense para capturar imágenes y gestos, y un motor de inteligencia artificial combina el análisis de imágenes, software de reconocimiento y capacidades de realidad aumentada. El espejo está diseñado para fomentar la promoción de la línea de ropa y permitir que los niños se ‘prueben’ las prendas de forma virtual.

"The heart of the retail experience will remain as is, but we are trying to improve the experience. This is now an alternative way to find something suitable and inspire us for what we have to offer, "added Thakrar.

virtual mannequin

Meanwhile, in the store of Broadstairs, section F & F is on a mezzanine, so Tesco is using a virtual mannequin to attract customers to the stairs. The mannequin is created using a combination of projections based on holograms and audio, so it looks as if talking to customers.

The combination of the "inspiring" technologies, such as the mirror and mannequin, and those that promote capturing the customer's attention, as the kiosk enables Tesco to "bring the richness of their online physical shop proposal," concludes Thakrar.


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By • 24 Jan, 2013
• Section: Digital signage, Dynamic advertising, Augmented reality

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