NRF Show 2008 Technology Review

Amidst the rows of booths offering project management tools for P-O-S systems, loyalty card programs and security solutions, the NRF "Big Show" Expo also showcased noteworthy, futuristic retail marketing applications.The National Retail Federation's annual show took place Jan. 13-16 at the Jacob K. Javits Convention Center. Among the highlights:The Store of the Future: The Big Show's annual showcase of cutting-edge technology pulls together a variety of vendors to create futuristic in-store vignettes. Dubbed "X08: Beyond the Walls of Retail, " the exhibit was designed by Hybridia Design, Clifton, VA.Among the technology companies displaying their wares in the exhibit:3M, St. Paul, MN, demonstrated its Vikuiti rear-projection film for digital signage displays. The flexible, self-adhesive film can be applied to windows or transparent partitions and can be easily seen in daylight. Easy to cut and integrate with other window graphics, the film only accepts light that comes directly from behind. EuroTouch Interactive, Tampa, FL, makes the Z-Dome, a single-user rear-projection "immersive simulator" that makes advertising a multi-dimensional experience. Pro-Vision, Chatsworth, CA, offers a line of HoloVision interactive communications systems. The interactive kiosks feature movable images that appear to float in space without glasses or other depth-enhancing devices. The company reportedly is rolling out an entertainment kiosk with paid-advertising opportunities to Fred Meyer stores this month. Fit Just Right, Webster, MA, demonstrated a patented web-based service that helps shoppers select apparel based on their own measurements, preferences, and fit ratings. It can be integrated into a retailer's own technological infrastructure and used online, via kiosks or even through mobile devices. Editor's Note: IconNicholson demonstrated a more extensive "fitting room assistant" at the 2007 show. (See Related Articles.)LevelVision, Roanoke, VA, contributed CounterVision digital signs that lay flat on customer service counters (or elsewhere) to occupy the minds of waiting customers with promotional messages. Content can be supplied via USB devices, software or wireless networks.Monster Media, Orlando, FL, demonstrated its interactive, large-format WallFX display. The content delivery system detects the body position of passers-by, allowing for real-time movement and interaction. (See attached video at right.) Traffic through the Store of the Future exhibit was measured by Countwise. The Sunrise, FL-based company uses overhead video to count how many people enter a store and shop in certain zones. It also measures how long shoppers linger in departments, at checkout and elsewhere.Microsoft Corp., Redmond, WA, demonstrated a touchscreen table called Microsoft Surface that brings the sales desk alive by facilitating interaction with digital content through the use of simple hand motions, touches or physical objects. A Microsoft rep demoed the table's use for mobile phone stores. The rep placed phones on the surface computer, and related information instantly popped up to compare the benefits of each phone. If the consumer already had a phone, the rep placed that on the screen and immediately the owner's "Fave Fives" popped up, along with options to purchase additional features such as ringtones. The sales rep or the consumer just drags over a chosen ringtone icon to buy it. The technology also has memory capabilities: come back to the store later and the table will "remember" your earlier activities. Microsoft had perhaps the largest presence at this year's show. The computer software giant teamed with numerous hardware, media and consulting companies to present 27 "Solutions and Technology Stations" offering both back-end and shopper-facing systems and services.One of the highlights was a "POS System of the Future" designed and demonstrated for Microsoft by Clarity Consulting, Chicago. The futuristic checkout station was devised to improve both employee efficiency and the customer experience. Among its features:A customer-facing touchscreen monitor that displays images of the items being scanned by the cashier and lets the shopper delete them from the receipt. An embedded marketing cube delivers store promotions and product ads.An ergonomic design that puts everything within arm's reach of the cashier, making it faster and easier to service each customer.A "Smart Scale" that captures the weight and price of any food item.A LaneHawk image-recognition camera at the bottom of each lane that detects the products placed in a shopping cart's undercarriage - which sometimes roll out of the store undetected. The system is made by Evolution Robotics Retail, Pasadena, CA.One of Microsoft's vendor partners was MediaCart, the Plano, TX-based company that will continue testing its interactive shopping-cart technology at two ShopRite supermarkets this year. (See Related Articles.)Elsewhere in the exhibit hall:Wipro Technologies, East Brunswick, NJ, showcased T.I.N.A., The Intelligent NextGen Associate, a mobile robotic sales assistant that can be programmed to greet shoppers by name (after they swipe an RFID-enabled loyalty card), provide them with personalized product and inventory information, guide them through the store, deliver promotional offers and facilitate transactions. Still in prototype, much of the robot's capabilities were not ready for prime time, and neither is its price tag: A base model costs about $10,000, with customization driving the total closer to $100,000. Bill-payment kiosk maker Source Technologies, Charlotte, NC. has teamed with Real Digital Media, Cincinnati, to introduce a kiosk that functions in two ways: as a shopper-activated communication station for price checks, wayfinding, product lookups, coupon delivery, gift card purchases, and other functions, and as a "digital signage" network that delivers ad messages when not being used. The kiosks around the 12-inch screens can be customized to use on walls, countertops, pole mounts or as stand-alone units. They also have been designed to easily accommodate future add-on devices.Turning mobile phones into shopping assistants, StoreXperience, Berkley, CA, places bar-code-like symbols on store shelves, next to product information signage or on websites that mobile phones (with the downloaded application) can scan to instantly receive product info.Wireless Ronin Technologies, Minneapolis, and Checkpoint Systems, Thorofare, NJ, struck a deal to integrate the former's RoninCast digital signage software into the latter's Advanced Public View security monitoring system - thus creating a surveillance network that doubles as an ad medium.Intava Corp., Bellevue, WA, demonstrated the latest incarnation of its Smart Merchandising System, a version of which already hangs on the walls of about 1,000 Sprint stores. The new touchscreen tabletop SMS lets shoppers retrieve product info, compare products and receive personalized recommendations (See attached video.) Information about specific SKUs can be accessed by placing the product near an embedded sensor. When not in use, the screen plays an "attract loop" with motion video and audio to encourage interaction.Intava's touchscreen systems are being used by idX Corp. as part of the latter's ShopRobotic automated merchandising displays, which were showcased last fall as part of the In-Store Marketing Expo's FutureVision Gallery.ShoptoCook, Buffalo, NY, has partnered with scale manufacturer Mettler Toledo to offer meat/produce scales that deliver recipes from ShoptoCook's extensive database. The scales have printing capabilities. The device is available for service counters or as a self-service unit. ShoptoCook operates stand-alone recipe kiosks in Tops Markets and powers several customer-facing technologies at Delhaize America's Bloom chain.Modiv Media, Boston, promoted its Modiv Shopper personal-shopping assistant and DeliVision ordering system technologies. (See Related Articles.)Ek3, London, Ontario, demonstrated its narrowcast network capabilities, which it is using to help Wal-Mart Canada build an in-store network. (See Related Articles.)Pay By Touch, San Francisco, continues marketing its biometric payment and personalized marketing systems, despite operating under bankruptcy protection. Dorothy Lane Markets, Dayton, OH, installed both in summer 2007; Supervalu's Shop 'n Save ran a five-store test.

NRF Show 2008 Technology Review

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