The Future of Shopping
여러가지 옷을 아이콘을 눌러 골라 입는 화면
By: Jack Uldrich and Simon J. Anderson
In the summer of 2011, Tesco, a British
retailer,
implemented an interesting pilot project in Seoul, South Korea.
Because the price of land in the South Korean capital was so expensive,
Tesco
created an experimental virtual store on the walls of a subway station.
The
retailer posted a visual display depicting items on a grocery shelf
and allowed
passengers, using their smartphones,
to select products for purchase as they
waited at the subway stop.
By day’s end, the items were delivered to their
homes.
The experiment resulted in 10,000 shoppers taking advantage of the
convenient
opportunity and Tesco increasing online revenues in South Korea by
110 percent.
This project offers a sneak peek into tomorrow’s customizable
retail shopping experience.
이렇게 앉아서 쇼핑하는 시대가 왔습니다.
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Artwork: Rachel Perry Welty, Lost in My
Life (wrapped books), 2010, pigment print
Photography: Rachel Perry Welty and Yancey
Richardson Gallery, NY
It’s a snowy
Saturday in Chicago, but Amy, age 28, needs resort wear for a Caribbean
vacation. Five years ago, in 2011, she would have headed straight for the mall.
Today she starts shopping from her couch by launching a videoconference with her
personal concierge at Danella, the retailer where she bought two outfits the
previous month. The concierge recommends several items, superimposing photos of
them onto Amy’s avatar. Amy rejects a couple of items immediately, toggles to
another browser tab to research customer reviews and prices, finds better deals
on several items at another retailer, and orders them. She buys one item from
Danella online and then drives to the Danella store near her for the in-stock
items she wants to try on.
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What’s Next
Smith is beginning to partner with some of the country’s
biggest retailers
and believes FaceCake’s try-on technology is that
revolutionary.
She believes there can be multiple applications for
Swivel
ranging from traditional stores, malls, online boutiques and even home
closets.
For example, similar to popular music apps nowadays,
Swivel
will eventually allow you to upload your own wardrobe to the platform
so you can
mix and match your favorite blue jeans with a new sweater
you’re considering for
purchase. Ultimately, says Smith,
it’s about making shopping fun again.
“I see [the] FaceCake/Swivel shopping platform as being ubiquitous.
Get the items you want, receive personalized advice.
I think of it dream closet you always thought about
and the best shopping experience you could ever imagine.”
