Ok at first glance this might not sound like a Digital out of home experience, but consider that 1 in 6 online companies are expected to come to the high street – Will the attitude of the big old boys Currys Digital go the same was as Comet…
Here’s the story :-
My older brother went to Curry’s in Gloucester to purchase a IPOD 5 touch for his 12 year old son for his birthday last week. They waited 10 minutes at the glass counter with the nice shiny IPOD’s and there was not a sales person in sight to talk to. The Solution, my brother bent down to the lock on the cabinet and purposely set off the alarm – 2 Sales people came within 30 seconds. So then he thanked them for coming to his aid and could he see one of the IPOD’s ! the reply “Sorry sir, you cannot touch or try the ipod” – my brother “said i am about to spend £220 on this i would like to have a look”. So he was allowed to hold but not take off the protective wrapping.
He purchased one, but because he wanted to to purchase from a store and not online.
The Moral of the story – In today’s omni channel retailing and successful online retailers about the shake up the high street, how can a retailer survive without offering a great retail experience, how the hell can they expect to be like a online store and for a customer who took the time to visit their store.
Touch, feel, smell experience – thats what customers want – about time retailers like Curry’s wake up and smell the coffee or die a horrible death..
The CrucialAV Way : Motion triggers with facial recognition – if the customer is waiting by the display for a set time automatically page an assistant or link to instore tannoy with a pre recorded notice – “VIP customer waiting at the IPOD display stand, please help them” – make them feel important. The lowest cost solution is an assistance trigger button or smart phone ticket system, but the future will be Ibeacons, markerbeacons which will monitor the customer and automatically trigger the store assistant.