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20.1.2011 Innovation comes to retail

Kraft, Adidas and Disney are among the companies experimenting with innovative retail tools and formats to engage consumers in new ways. Sportswear giant Adidas and Intel have developed the adiVERSE Virtual Footwear Wall, a huge touchscreen placed in stores, potentially displaying 8,000 shoes from across its portfolio. The system automatically assesses the sex of users, alongside offering the ability to rotate products, view detailed specifications, watch video content and read relevant Twitter buzz. Further functionality allows shoppers to file orders, before completing payments on a tablet.

Food group Kraft has created the "Meal Planning Solution" device, deploying gender- and age-recognition software to recommend appropriate meal options. Customers inserting loyalty cards also receive tips based on previous purchases, while this service can be linked to the firm's iFood Assistant mobile app, and distributes physical samples.

Disney has modernised 50 of its branches, adding mobile payment services empowering customers to undertake transactions without stopping at counters, targeted digital content and a "magical mirror" children can talk to. A back-office system provided by Oracle will also deliver a stronger understanding of buying patterns in each outlet, and propose alterations covering merchandising, pricing and promotions.

B.L. 20.1.2011