1. The tools and technologies springing up to enhance the shopping experience are phenomenal. But very few retailers have figured out how to use these tools effectively. Jim Crawford, our breakout star speaker at IRDC 2009, returns with a tour of the cutting-edge tech capabilities hitting retail around the world today, while also taking the topic to the next level: How to approach tech-enabled design from a shopper-centric perspective. Learn which retailers are doing it right—and which ones aren’t—to build your own tech-driven success stories in the coming years.

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  2. At the press conference for their first US store launch, Chinese athletic apparel and footwear retailer Li Ning announced that their products would be appearing in Champs Sports stores on the West coast of the US in August 2010.

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  3. GREC Executive Director Jim Crawford presents at the 2009 Retail Solutions World Asia conference & expo in Singapore.

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  4. GREC executive director Jim Crawford presented "Store Design 2.0: Tech Ideas for the Next Phase of Retail" at the 2009 International Retail Design Conference held in September in Dallas, TX.

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  5. The centerpiece of the Mobile Retail Experience was the "Tag Your IT!" pavilion hosted on the expo floor. This pavilion brought together four separate technology vendors into the industry's first simulated store shopping environment, covering an end-to-end shopping trip:

    1. A street team circled the convention center wearing t-shirts with three different "tags" on it: the Nokia Point & Find enabled logo on the front and a back featuring an industry-standard QR code for other camera-enabled phones and an abbreviated dialing code (#147) from Singletouch so people could dial a short code and listen to an interactive message.

    2. At that point, the visitor could enter their phone number and receive a text message inviting them to the booth and giving them a bCODE - a text message accessible to 99.7% of the roughly 4 billion mobile handsets in the world today - which brought them into the "store" to be redeemed at "checkout."

    3. In the store, three different technologies for providing shoppers with additional information at the shelf: abbreviated dialing codes from Singletouch made it easy for shoppers to get recipes, deals, and product information by dialing simple codes like #MEALS on their phones; Tranzfinity showed how a physical environment could link into the world of social media on Facebook; and Nokia's Point & Find technology seemingly magically enabled shoppers to point the camera on their phone at products and trigger interactive experiences.

    4. Fashion Three separate stations, illustrating the three primary shopping categories (food, fashion & speciality goods), gave our visiting "shoppers" a first hand look at how these technologies come together to improve the shopping process.

    * FOOD: Moving the phone over boxes of macaroni gave the visitor allergy information, while apples were tagged with location of origin, method of harvest, varietal and organic status.

    * FASHION: By moving the phone over a shoe on display, shoppers could find out if the store had their size in stock - a major time saver for the customer and labor savings for the retailer.

    * SPECIALTY: A handheld computer was tagged with multiple information sources, from product reviews to carrier compatibility to ancillary software applications, all accessible by simply moving the phone over the device.

    5. At the end of the shopping experience, visitors could redeem their bCODE at the "point of sale" to see if they had won a prize.

    This complete "end to end" storyline is unique, and at the heart of the Mobile Retail Experience. While the show floor was jam-packed with companies showcasing technologies, it is up to retailers to tie them together into a comprehensive offering to their shoppers that simply makes the shopping experience BETTER. This was the point of the Mobile Retail Experience: to actually demonstrate how different technologies work together in a retail environment.

    To read more about the Mobile Retail Experience at CTIA Wireless IT & Entertainment 2009, please visit our blog at:


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Global Retail Executive Council

GREC is an international association of retail executives, service providers and industry experts.

As the most comprehensive source of information, education and community for the retail industry worldwide, GREC offers our members an exclusive mix of…

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GREC is an international association of retail executives, service providers and industry experts.

As the most comprehensive source of information, education and community for the retail industry worldwide, GREC offers our members an exclusive mix of content, networking and social benefits unlike any other organization.

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