Post on 19-Oct-2014
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Retail 2.0Gesture Technology1Gesture Recognition TechnologyScope: Applications in Retailing (Retail 2.0)Potential ApplicationsChallengesAgenda
1Gesture Recognition Technology
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interface
Gesture Recognition Technology
1interfacePerceptualGesture Recognition Technology is a category of
It combines kinesics (study of gestures) and computing, to create a digital environment that is seemingly driven by logical instinct human motions
Gesture Recognition Technology
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Gesture Recognition:Remote Based
Gesture Recognition Technology
1Gesture Recognition:Touch Based
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Scope: Applications in Retailing2Retail Advertising
Market/Product ResearchScope: Applications in Retailing2Retail Advertising
Sales Techniques in Retailing: [] One way to do this is to hire a merchandising solutions company to design custom store displays that will attract more customers in []"The goal is to create an advertisement that people want to see or interact with, instead of avoid (Cohen 2005)"Keyword: INTERACTScope: Applications in Retailing2
Remember the birth of Web 2.0?
Scope: Applications in Retailing2
Retail 2.0Scope: Applications in Retailing2
Video linkScope: Applications in Retailing2
Case Study of Reactrix (by Arbitron) : Viewer
Participant
Passerby
Unaided recall
Aided recall
Ad recall retentionScope: Applications in Retailing2
At least 50% of the consumers were able to remember70% of the advertised brands
Most consumers were able to remember the same number of advertisers brands unaided, even after 24 to 72 hours
Half of the consumers standing within a distance of 6 to 8 feet of the display are interacting or looking at the display
As half of the consumers were captured by the Reactrix display, only 13% observed the plasma screens and 4% the posters
Two-thirds of consumers told family or friends about the Reactrix display and 63% of consumers planned to speak about their experienceScope: Applications in Retailing2
Consumer Retention Rate
Brand Impact, Viral Marketing, Word of Mouth
Superior VisibilityScope: Applications in Retailing2Market/Product Research
Process:Record Data of Interactive ExperiencesGet Consumer PreferencesGuide R&D and Marketing based on Data
Scope: Applications in Retailing2
3Video linkPotential Applications3Emotion Recognition using Facial Expression
Observing Consumer Behaviour in Retail
Observing Internet User Behaviour
Potential Applications3
Record Emotions Data:
Useful tool for Consumer Behavior Observation
Potential Applications3Record Emotions Data:
Useful for emotions and reactions observation of users(Opt-in)
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Feasibility:
AccuracyPrecisionVisual NoiseSoftware Recognition
COST:
High Development CostNeed for customizationNeed for coordinationChallenges: Basic4
WOW Effect Expiration Date:
--/--/2020 ?
Benefits Quantification
Is it accurate despite high range of customization ?
Challenges4Flat Screen Example
Wow!Wow!
WOW Effect Expiration Date:
--/--/2020 ?
Benefits Quantification
Is it accurate despite high range of customization ?
Challenges4
Remember:
Gesture Recognition Interactive ExperienceBetter Retail AdvertisingBetter Market Research
Questions? Need More Information?Feel free to ask