A Shopping Trip with Personalized Digital Support
|1||Tim needs new pants. Therefore, he is heading downtown.|
Generally, location information can already be gathered before Tim enters a particular store.
To benefit from its digital services, he has installed the app of his favorite clothing store on his mobile phone. On his way he receives a push notification containing the information that the summer sale just started.
|2||Downtown, he is visiting and passing a few shops.|
Tim’s prolonged stays in close proximity to other stores give his favorite clothing store the chance to analyze his interests.
A push message appears on Tim’s mobile phone: “Get inspired! Take a look at the outfit we assembled just for you”.
|3||Tim is close to a branch of the fashion store.|
In general, it can be documented when and how often Tim passes a certain branch.
Tim receives an exclusive 5%-off-coupon that he can redeem today.
|4||Tim enters the store.|
He is welcomed in the store through a push notification. In this message, he is also advised that by clicking on the message, he can easily find out whether the items of the previously proposed outfit, are available in this branch. Tim clicks the message and is redirected to the mobile website. There, he can see that the pants of the suggested outfit are not available in his usual size. He decides to try on the pants in a shorter length.
The performance of the proposed outfits (Use Case 2) can be measured by the number of clicks on the follow-up notification (Use Case 4). Thus interest profiles can be individualized more and more precisely.
|5||Tim has tried on the proposed pants in a smaller size but it doesn’t fit.|
Now, he is standing again in front of the rack where he also got the pants from that he just tried on.
Tim holds his smartphone against the specific digital price tag. Immediately, he is redirected to a product page within the app where he can choose other sizes and colors. All items can be ordered home or to this branch. he can also choose to make a reservation in another branch.
The advertising effectiveness can now be fully evaluated. Tim completed a purchase (online). At the same time an even more accurate customer profile can be created. When he scans more price tags, his style and interests can be further refined.
|6||Tim passes a digital display.|
Tim likes to buy funky sweaters. The display shows a few sweaters, that match exactly his style.
Various apparel manufacturers may get access to the technology integrated into the display. They can then display their own ads on it.
|8||Tim passes the accessoire department.|
Signals are transmitted via the lighting system. They can initialize various location-based services.
He receives a message that advertises belts that would fit perfectly the proposed outfit. He decides to take a look at them.
Tim’s positions in the store can be tracked.
Various partners (such as apparel companies) can get access to the technology. They set up marketing campaigns that are displayed through their own apps.
|Use Case can be easily implemented with several lighting systems.|
|9||Just before he arrives the checkout, he passes a large screen.|
Tim and his wife are very environmentally aware. They prefer to wear clothes that have been sustainably produced. On the screen, the advertising for a new concept appears: Starting next week, there will be a sustainable fashion line, that the clothing store has launched in collaboration with various relief organizations. Part of the proceeds will be used to build schools in developing countries. Tim is totally excited and wants have a look at the new garments next week with his wife.
In addition, partners (e.g. apparel manufacturers or detergent manufacturers) may also get access to the technology in the screens. They can run marketing campaigns on their own apps or on the screen.
|10||Tim is at the checkout to pay for two sweaters, a jacket and a belt. He will receive the previously ordered pants (Use Case 5) at home in a few days.|
He receives the information that it is now possible to pay with alternative payment methods. He is also informed about the Loyalty Program, which allows him to earn loyalty points for great discounts with every purchase.
A mobile payment app provider has gained access to the technology integrated into the card terminal. The provider is using this for analysis purposes and to run marketing campaigns via their own app.
|11||He is leaving the store.|
Afterwards the duration of Tim’s stay can be calculated.
He is thanked for his visit in a push message.
|12||Of course, his journey does not end when Tim leaves the store.|
Further insights into Tim’s shopping preferences can be gathered. It can be analyzed whether Tim subsequently visits stores of competitors.
|13||Tim is back home now.|
Data collected during his shopping trip in the city can be connected with online generated data.
Tim can now look forward to more relevant services and optimized digital styling suggestions – both online and offline.
Tim’s attention can be regained online by suggesting fashion items that match the style he was interested in at the store.
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