SMARTZER @ DRAPERS DIGITAL 2019
Having been announced as a finalist for the Digital Innovation Award at Drapers Digital this year, we were thrilled to attend the event held in London this week. Our In-Store work with Harvey Nichols received a lot of attention as we presented it to the Judging Panel made up of industry experts including Chioma Anokuru, Head of Digital Commerce at ASOS.
(Karoline Gross, Smartzer CEO and Founder, presenting to the judges)
Our presentation touched on how relevancy and simplicity are a must for all retailers to consider when facing a dwindling footfall in-store:
Smartzer x Harvey Nichols - How retailers can embrace in-store innovation through relevancy and simplicity
By looking at how people are spending time in their stores, retailers have plenty of scope to embrace new approaches and technologies that can enhance the in-store experience. Apple has been leading the way with its ‘Town Squares’ approach, which mainly relies on providing further reasons/events for people to come into their shop and visit. This has proved highly successful, however not every shop has as much physical space to give up. That’s where new technologies can help.
In late 2018 Smartzer and Harvey Nichols teamed up to create our own in-store innovation through the use of our Smartzer interactive player. Shoppers were able to use the touch screens to shop the promotional in-store videos, thus providing an engaging consumer experience. This solution provided a better way for the store to advertise to their consumers at POS and also inform shoppers about any particular product they were interested in. The tech itself was un-intrusive, good looking and highly responsive. This suited the store’s consumer base, which relies heavily on product detail and often requires advice when shopping desirable luxury items.
Our solution with Harvey Nichols is a good example of innovation as it repurposed an existing piece of technology and content into a completely new experience at minimal extra cost. It was simple therefore to implement and also relevant to their customer base, which we believe are two key things to consider when innovating in-store.
We missed out on the award, which was won by Harrods for their in-store navigation tool. However many congratulations to the Harrods team and we hope to be involved in the Drapers Digital Awards for many years to come!