DigitasLBi Labs, the technological monitoring, consulting and prototyping division of DigitasLBi, designs models in order to develop the “Connected Commerce” offer of the agency. It seeks to demonstrate how technologies will enrich daily shopping and consumer experience in the future, thus supporting brands and retailers as they adapt to ever-changing consumer behaviours.
DigitasLBi Labs, the agency’s global, tech-inspired incubator, has partnered with Klépierre, a leading European real estate investment company, to launch the “Inspiration Corridor,” a digital prototype that personalizes the retail experience in shopping malls. Designed for Klépierre visitors, the technology provides customized product recommendations to consumers and tells them which stores to go to in order to purchase those items.
This new prototype from DigitasLBi Labs is also part of the agency’s “Connected Commerce” offering, which explores how technology can enrich the everyday consumer shopping experience and works with brands and retailers to adapt to ever-changing consumer behaviors, and increase consumer loyalty and engagement.
Vincent Druguet, CMO /Connected Commerce Lead at DigitasLBi, said:
“We started from a strong insight: consumers rarely know every single shop in a mall, and are even less aware of their newest products. Right now, there’s a wealth of product information available to people through personalized search engines. Our idea was to offer people all this information in a fun and experimental way, using digital technology in shopping malls.”
“Just as individual retailers are developing their own brands, we’re focused on making a difference through the experience that we can offer consumers,” said Sandrine Quesnel, CMO of the Klépierre Group. “Our ambition is to keep the Klépierre Group on the cutting edge of technology and marketing by using innovative digital solutions to answer the latest demands in retail, and to create a truly interactive shopping experience.”
How it works: An infra-red Kinect camera analyzes individual visitors as they enter the “Inspiration Corridor” through body scanning technology. A device equipped with Quividi video analysis and PigData product recommendation scans the visitors and their outfits within 10 seconds and registers the collected data: their gender, age, and clothing style. This analysis generates a personalized “mood-board” of products to consumers upon their arrival. They can also take an item that they’ve already purchased at the mall, scan the bar code on it, and get recommendations for matching accessories: for instance , matching a new pair of shoes with a dress. This produces a selection from the Socloz-supplied database of products and catalogues of partner brands located in the mall .
Then, just like window-shopping, people can walk through the corridor and select their favourite products on the screens. Each chosen item affects the recommendation engine, made with PigData, and simultaneously updates the product selection. Thanks to Carlipa technology, the screens are updated with real-time content and can interact with customer movements. Upon leaving the Inspiration Corridor, customers can synchronize their product selection to the Klépierre mobile application using iBeacon technology. They can then locate all the pre-selected products within the shopping center. Ultimately, the “Inspiration Corridor” combines the best of what both digital and offline have to offer.