selections similar to purchasing history, or connect
a mobile app to consider shopping lists.
A mybestfit kiosk, which debuted at the King of
Prussia Mall in Pennsylvania in April, suggests
products from multiple retail stores within the mall
that pay for database listings. The shopper steps
into a booth fully clothed for a body scan that only
recognizes skin and is provided with a list of apparel
in the brands, styles and sizes that will fit her and
the stores selling them.
And Meijer is testing a mobile device app
showing shoppers where in the store they can
Designers believe they should be pushing
use of emerging technologies, but selectively. “We have to be cognizant of the
appropriate time and place to apply technologies,” says Milne. What may attract
shoppers in a high-end watch store may
not be appropriate for a dollar store,
Many retailers are hesitant to commit
to new strategies unless they have ROI
data to back it up. Morresi notes that clear
quantifiable evidence of the success of
some mobile initiatives is possible. But for
many developments, payback information
is not readily available.
Complicating decisions to apply new
technologies is the tendency of retail
organizations to remain siloed, the Team
adds. Designers may be working with
one department and be told that a recommended strategy falls under another
department’s domain, even if it’s part of
all overall customer experience plan.
An opportunity exists in linking
customer-facing technologies to the
huge investments retailers have already
made in backend technology, Morresi
Whatever retailers decide to invest in,
it’s important to budget for the maintenance of the new tools, the Team adds.
Where to See More
• Links to the videos mentioned in
this article and more retail examples
are available through the Retail
& Design Center. Go to www.
retailenvironments.org, click on
Retail/Design in the horizontal blue
navigation bar, and then click on
Jo Rossman, LEED AP,
GPAP, is A.R.E.’s manager
of sustainability and
E-mail her at jorossman@
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