One of the biggest trends in physical retailing, these days, is the integration of the digital and the physical. Companies are rolling out loyalty apps in droves, as part of the pursuit of an exceptional retail experience.
A French company, Carrefour, unveiled a striking new concept in physical/digital integration to a capacity crowd at London’s Retail Design Expo 2016. The concept – known as visible light communication – updates traditional retail lighting, to serve up extremely accurate, location-based signals throughout a physical space, to guide shoppers to sales they might be interested in, throughout the storefront.
Philips Lighting is responsible for this innovative new technology, as part of their commitment to moving “beyond illumination”. Carrefour already had plans to update their Lille location, and decided to take the opportunity to try out the new lighting strips. The feature comes standard in all new Philips Lighting strips, but buyers can opt to use the pay-as-you-go function or not, as they see fit.
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According to Carrefour’s director modéles commerciaux et innovation Céline Martin, “With such a large retail space, and the fact we run between 400-600 promotions every week, it’s essential we help customers find promotions. Using our app, customers can see exactly where they are in the hypermarket, and see promotions that are nearby, or promotions linked to what’s on their shopping list.”
So far, only 3600 customers have downloaded the app since it was unveiled in 2013. These numbers aren’t all bad, however, as 1% of the app owners use the app on a regular basis. Of that number, 50% will be in-store.
A representative of Philips Lighting, Gerben van der Lugt, claimed, “This technology is making use of smart phones increasingly becoming a shopping companion for people… We already know eight in ten people use their smart phones while shopping, while other research finds 50% of shoppers say they would be happy to receive location-based alerts – including details about promotions around them.”
Are you ready to take advantage of this brave new world of Retail Design? Talk to the leading shopfitters on the Sunshine Coast, and step into the future!
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