With the trending online digital innovations, the following are few upcoming in-store digital innovations that are believed to transform the course of customer experience and Conventional marketing practices in food and retail sectors.
Interactive dining table
One such technology contributing to this transformation that I have come across is from the house of Pizza Hut, an interactive dining table that lets you build your own pizza virtually.
All you do is design your pizza on the screen, place an order and get it served at your table, meanwhile you also get to play games on your screen while the pizza is being baked and served.
All these steps completely eliminate human interaction and are supposed to provide an elevated psychological experience.
This works as an innovative marketing concept for Pizza Hut. At the time, it also raises the question: is Pizza Hut turning into a pizza vending machine? Barring the odds, this technology is indeed promising to promote the growth of the food industry and consumer experience.
Vending machines that ‘suggest’
Another such concept is the digital vending machines in Japan that comes with an interactive screen, helping you make choices for an enhanced shopping experience. These machines contain intelligent features to recognize the customer and store data; this feature is considered the next step—the evolution of marketing into ‘intelligent marketing’.
These machines can also analyze the body of the person standing in front of them and suggest appropriate drinks based on health and weather conditions such as cold lemonade or a hot coffee.
Similarly, the digital supermarkets of South Korea have created quite a buzz. These are similar to the digital vending machines; imagine a digital supermarket shelf that can be placed anywhere—like in a subway, a park, or college. All you have to do is scan the product from the screen and place the order, which is then delivered to your home. As the core of this technology lies in the convenience and experience, it also opens the door to the next level of marketing and business practices.
Amazon has also designed its own version of digital markets named amazon Go, with the implementation of technologies like advanced machine learning, AI, and computer vision, all that a customer has to do is walk in, grab and go.
The amazon Go application on the mobile scans your check-in, updates the list of items picked up and bills your amazon account automatically as you check out while eliminating long lines for check out, human capital, and registers.
Reality and virtual reality
With intelligent marketing, these technologies can be used more effectively in determining prospective customers, forecasting demand and market trends, and, eventually, maximizing revenues.
With the influx of virtual reality, a consumer can now—while sitting in his/her living room—take a virtual trip to the retail store and place orders, reducing the time spent and cost involved in the go-to-the-store effort.
The trend of digital stores is stepping towards a revolution, transforming user experience and conventional markets. It will help to promote a cashless economy, cut down inventory, infrastructure, and human capital costs, and promote the growth of the business.
Some basic questions
However, as we head off to see and experience the world through the digital window, some questions arise in my mind:
- As we build technology that helps makes things simple and easy, are we moving away from the world of reality?
- As we solve problems, are we forgetting that each invention will result in machines that could displace a group of human workers?
- Can an illuminating screen replace the human factor of touch, feel, and sense?
- While building our dreams and the future, are we heading to a day where we may forget that reality was once ours, and experienced face-to-face?