One of the launches at this week's NRF convention is from ScentAir Technologies Inc., which finally brings scents to the selling process. For instance, a shopper listening to jazz in a music store may start sniffing leather and cigars to create the ambience of a smoky jazz bar. In a tough economy, technology that engages the customer is expected to be a major theme among retail technology launches.
Other cutting-edge launches include IBM's "Virtual Mirror" kiosk, which enables shoppers to test beauty products virtually by scanning in a picture of their face and applying makeup to the image. Meanwhile, Microsoft is launching electronic tags for products that allow shoppers to access web-delivered product information, free videos, ringtones or other promotions by snapping a picture of it with a mobile phone.
"Anything that gets the consumer involved and feeling like they're having a personalized experience is going to let (the retailer) have a better interaction with them," Susan Newman, NRF's vice president of conferences, told The Wall Street Journal. "They're going to become more loyal to the retailer."
Interactive in-store technologies are just one of the major themes in retail technologies at the convention.
Another is how self-service technology is improving the customer experience. An area on the show floor, the "Sonic Bar," demonstrates how new trends, ranging from digital signage and interactive kiosks to loyalty programs and ideas for social retailing, can give online shoppers new incentive to drop their laptops and head for the mall.
"Retailers are competing with various multiple channels, and this limits their chance to upsell and connect with their customers in person," Ms. Newman told Self Service World. "We designed the Sonic Bar as a music store because this is the best example of a challenged retail environment. We will use the Sonic Bar to show retailers how to get their customers' attention, get them involved through gaming and social retailing, and keep them as loyal customers for years to come."
Finally, NRF is also presenting its Seeing Green Concept Store featuring the latest green technologies and products. The concept store is highlighting over 15 companies featuring products like digital name tags and coupon redemption technology, energy-saving fabrics and floor coverings, eco-friendly virtual graphics and even digital receipts.
"We wanted to display the best of what the world has to offer when it comes to green products and services for retailers," said Ms. Newman in a statement. "Our educational content and the concept store will give attendees an up-close-and-personal look at the world of green retailing."
Discussion Question: Do you see customer experience technology as the most pressing in-store technology need at the present time? How will the current marketplace realities affect retailers' technology plans?