Gesture Based Content Sharing: The New Retail Customer Experience
As customer experience becomes even more important to retailers, employees must get out from behind the counter and start engaging with the customer. Using key interactions will help push these engaging customer experiences, make them more memorable, and ultimately gain customer satisfaction and repeat customers.
At Universal Mind, we help clients drive these innovating ideas. After doing a lot of user/customer/client research, we put together a demo that features the key interactions in a mock retail experience, showcasing an “employee-to-customer” interaction and what it could be.
How it works
It starts with a customer-facing app installed from an app store. This app could be integrated with existing applications that already allow users to manage accounts and pay bills, along with other key functions. By using this application, we gain some insight on the user since all their information is stored from previous logins.
With the application installed on the customer’s device, we are able to identify a user when they enter a store, taking advantage of geo-fencing technology. This could also be pushed to a micro level with NFC. The customer could be automatically added to to a customer queue that would reside on the employee iPad application. Employees would then be capable of greeting the customers on a more personal level. Customers, on the other hand, could also be prompted with an alert asking if they need help as they entered, thus sending a notification to an employee.
In the video, we show a user walking up to a screen that then displays and reacts with some personalized content which we are able to grab based on the preexisting logged in info.
Customized Customer Experience
Understanding that people shop differently, we wanted to ensure customers could interact with content on a touch screen at their own pace. We know that some users want immediate help while others prefer to browse until they are ready to ask for more information. Showing images of employees who are currently working in the store allows the customer to ask for more information when they are ready. When the user taps on an employee of their choice—maybe one that greeted them when they entered the store—a notification is sent to the employee’s tablet app. After acknowledging the notification, the employee can access the customer information to familiarize themselves prior to responding to the customer. This gives the employee an instant snapshot of who the customer is as well as what they are interested in. The employee can then start the conversation with insight, enabling them to better showcase relevant products.
Once the interaction between the store employee and the customer begins, they now have the option to view content on a larger screen placed within the store. Using a simple swiping gesture, content from the tablet is “tossed” over to the screen for a more collaborative viewing experience. We added some little touches like speed and acceleration to the “tossing” to give it that life-like feel. Once they’ve finished viewing the content and the application is closed on the shared screen, it magically travels right back over to the tablet.
For the self-sufficient customer that prefers to shop around on their own without the help of an employee, they can interact with the content on their own. While browsing the content on the touch screen, the customer can use the same “tossing” method towards their own device, this will store the information directly to their app for later viewing.
Point of Sale
We wanted to make sure that the point-of-sale (POS) function was very separate from the interaction function on the tablet, therefore we decided to use the orientation of the device as the differentiator. Portrait mode is used for the sharing and consuming of content. When switched to landscape mode, the device displays confidential information of the consumer’s, such as billing information and purchase history. And, landscape mode as a POS device, allows the customer to sign off on the final sale of a product.
As we continue to innovate and design experiences that create tangible value for our clients and their customers, we’re keeping a close eye on gesture-based content sharing- we believe it will revolutionize employee and customer interactions.