This innovative solution seamlessly integrated touchscreens and NFC technology, redefining the retail experience and enhancing customer engagement. Our adaptable design, in collaboration with infrastructure supplied by Panduit, Wago, and Cisco, was a proving ground for transformative technology for the retail landscape, that promoted operational efficiency, staff flexibility, and a more interactive shopping environment.
Challenge
The retail industry faces the challenge of keeping pace with evolving customer expectations for personalized shopping experiences. To address this, we aimed to create modular smart furniture that combines interactive touchscreens and NFC technology, catering to diverse retail environments while revolutionizing the way customers interact with products and brands. As a crucial step in this journey, we developed a proof-of-concept system for a showcase deployment in Spitalfields, London, utilizing the store as a platform to trial and test cutting-edge retail technology.
Conceptualization and Design
During the conceptualization phase, we envisioned modular retail furniture that could adapt to varying store layouts, from boutiques to large department stores. The design incorporated sleek touchscreens with intuitive interfaces and NFC readers that allowed customers to access detailed product information, make secure payments, and engage with brands seamlessly. In collaboration with Panduit, Wago, and Cisco, we introduced infrastructure including modular pluggable power and data solutions, inbuilt wiring harnesses, and built-in PoE switches, enabling easy breakdown and reconfiguration by retail staff.
Prototyping and Development
- Prototyping: Rapid prototyping enabled us to refine the technology integration swiftly, ensuring ergonomic and aesthetically pleasing furniture that met the diverse needs of retailers.
- Touchscreen Integration: We selected high-resolution touchscreens with responsive multi-touch technology, enhancing the interactive shopping experience. As touchscreen technology was limited, for the trial we utilised re-engineered touchscreen laptops.
- NFC Integration: Robust NFC technology was integrated, enabling customers to make contactless payments, access loyalty programs, and retrieve product details with a simple tap.
- Custom Linux Web Browser: In parallel, we custom-built a Linux-based web browser, seamlessly integrating NFC technology. This browser served as the interface for customers interacting with our modular smart furniture, offering a secure and intuitive browsing experience.
- Web Application Hosted In-House: To ensure data security and seamless interaction, our custom-built web browser was backed by a custom-built web application hosted in-store on the converged Cisco router/server platform. This robust architecture ensured the reliability and speed required for real-time interaction between customers and the smart furniture, and demonstrated Cisco's "Shop in a Box" solutions.
Testing and Validation
The prototypes underwent rigorous testing in the Spitalfields trial deployment. Customer feedback and data analysis helped us fine-tune the user interface, optimize touchscreen responsiveness, and enhance security features to cater to real-world usage scenarios.
By incorporating this custom-built Linux web browser and a web application hosted in-house, we achieved a cohesive and secure ecosystem that complemented our modular smart furniture's capabilities and enhanced the overall shopping experience.
Digital Signage and Live-Streaming Capabilities
To further maximize the utility of our modular smart furniture, we incorporated features that extended beyond traditional retail interactions. The high-resolution touchscreens, apart from facilitating customer engagement, doubled as dynamic digital signage, allowing retailers to display product promotions, advertisements, and real-time store information. Additionally, we equipped these touchscreens to serve as live-streaming endpoints for events held within the store. This multifunctionality not only enhanced the shopping experience but also provided retailers with a powerful tool for in-store events and co-branding opportunities.
- Real-Time Events: The touchscreens were seamlessly integrated with the store's network infrastructure, enabling real-time live-streaming of events, product launches, or brand collaborations. Customers could engage with these events directly from the touchscreens, fostering a sense of community and excitement.
- Co-Branding Opportunities: Retailers found value in utilizing our modular smart furniture as a platform for co-branding initiatives. By partnering with relevant brands, they could feature joint promotions, interactive content, and live-streamed co-branded events, thereby strengthening brand partnerships and enriching the in-store experience.
The inclusion of these digital signage and live-streaming capabilities added a new dimension to our modular smart furniture, making them versatile assets for both customers and retailers, elevating the overall shopping experience, and creating unique opportunities for store co-branding and engagement.
The success of our proof-of-concept system has paved the way for broader adoption and further advancements in retail technology.
