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Retail 2.0Gesture Technology1Gesture Recognition TechnologyScope: Applications in Retailing (Retail 2.0)Potential ApplicationsChallengesAgenda

1Gesture Recognition Technology

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interface

Gesture Recognition Technology

1interfacePerceptualGesture Recognition Technology is a category of

It combines kinesics (study of gestures) and computing, to create a digital environment that is seemingly driven by logical instinct human motions

Gesture Recognition Technology

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Gesture Recognition:Remote Based

Gesture Recognition Technology

1Gesture Recognition:Touch Based

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Scope: Applications in Retailing2Retail Advertising

Market/Product ResearchScope: Applications in Retailing2Retail Advertising

Sales Techniques in Retailing: [] One way to do this is to hire a merchandising solutions company to design custom store displays that will attract more customers in []"The goal is to create an advertisement that people want to see or interact with, instead of avoid (Cohen 2005)"Keyword: INTERACTScope: Applications in Retailing2

Remember the birth of Web 2.0?

Scope: Applications in Retailing2

Retail 2.0Scope: Applications in Retailing2

Video linkScope: Applications in Retailing2

Case Study of Reactrix (by Arbitron) : Viewer

Participant

Passerby

Unaided recall

Aided recall

Ad recall retentionScope: Applications in Retailing2

At least 50% of the consumers were able to remember70% of the advertised brands

Most consumers were able to remember the same number of advertisers brands unaided, even after 24 to 72 hours

Half of the consumers standing within a distance of 6 to 8 feet of the display are interacting or looking at the display

As half of the consumers were captured by the Reactrix display, only 13% observed the plasma screens and 4% the posters

Two-thirds of consumers told family or friends about the Reactrix display and 63% of consumers planned to speak about their experienceScope: Applications in Retailing2

Consumer Retention Rate

Brand Impact, Viral Marketing, Word of Mouth

Superior VisibilityScope: Applications in Retailing2Market/Product Research

Process:Record Data of Interactive ExperiencesGet Consumer PreferencesGuide R&D and Marketing based on Data

Scope: Applications in Retailing2

3Video linkPotential Applications3Emotion Recognition using Facial Expression

Observing Consumer Behaviour in Retail

Observing Internet User Behaviour

Potential Applications3

Record Emotions Data:

Useful tool for Consumer Behavior Observation

Potential Applications3Record Emotions Data:

Useful for emotions and reactions observation of users(Opt-in)

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Feasibility:

AccuracyPrecisionVisual NoiseSoftware Recognition

COST:

High Development CostNeed for customizationNeed for coordinationChallenges: Basic4

WOW Effect Expiration Date:

--/--/2020 ?

Benefits Quantification

Is it accurate despite high range of customization ?

Challenges4Flat Screen Example

Wow!Wow!

WOW Effect Expiration Date:

--/--/2020 ?

Benefits Quantification

Is it accurate despite high range of customization ?

Challenges4

Remember:

Gesture Recognition Interactive ExperienceBetter Retail AdvertisingBetter Market Research

Questions? Need More Information?Feel free to ask