Future store – the intelligent salesroom
Shopping2020

The face of tomorrow’s commerce

In CANCOM’s Future Store, the new “weShop”, CANCOM demonstrates the point of sale of the future – tangibly. In an intelligent salesroom in Munich, together with the Service Plan group and the Vitrashop group, we show you how the real and virtual worlds can be connected in an innovative way – and what opportunities are available for the development of stationary retail.

This is a truly intelligent salesroom that connects shop layout and lighting with digital shopping convenience at the POS. In an area of just under 50 square meters, the artfulness with which on-line and off-line retail can be networked is apparent.

An app by CANCOM’s partner, Glanzkinder, informs end customers of product availability, the next branch store, and the status of product reservations. “What is brand-new here is the voice and video collaboration technology integrated into the app that allows the customer to connect to a real product consultant and receive personalized advice from anywhere,” says Benjamin Kreuzer, CANCOM’s Business Development Manager. It is one of the first in-house app shopping solutions in the world – and provides one scenario in which the customer is given his own app in the shop for communication with the shop or a personal adviser.

Marketing with beacons

The stationary shop uses Bluetooth beacon technology, among other things. Beacons are the ideal tools for personalized marketing at the point of sale: Visitors are greeted over a mini-broadcaster when they enter the shop and receive interest-specific product information which is delivered on large digital signage screens or sent to their smartphones. The same technology also assists indoor navigation and can be combined with a digital loyalty card for special bonus offers or automated individual discounts. These are all capabilities that only online shops have previously had.

Further highlights of weShop are the intelligent changing room with RFID-based virtual style advice and presentation on a wall mirror or interactive consulting table with an integrated touch display.

The Retail Analytics WLAN infrastructure that CANCOM has installed in weShop not only offers the customer free WLAN, but also provides the retailer useful information.

Analysing customer movements

An analysis of the WLAN signals of mobile terminal devices can, for example, provide an evaluation of customer movements in or near the shop – even if customers never directly connect with the shop’s WLAN. This establishes how many people pass by, how many stop in front of the shop, and how many go in.

The analysis also shows exactly where a given customer stops and for how long during the visit. This provides the shop operator valuable insights into the effectiveness of advertising campaigns and window displays. These results can then be used for informative comparisons between individual locations and various marketing measures and as a basis for operating decisions.

The weShop was set up within the framework of an exclusive presentation for all retail decision-makers on October 22, 2014, and can be visited by appointment for live presentations, effective immediately.

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