8/07/11

By Karen Moss

A New York based pharmacy chain will be the first in its industry to pilot holographic assistants to welcome customers to their stores. The virtual assistants use holographic imaging and audio-visual technology to create the illusion of a real person.

Chemist, Duane Reade, in partnership with Lawrence, a Tensator Group Company which provides queue management solutions, unveiled the virtual employee at their Wall Street megastore. The hologram provides customers with an information, brand and promotional messaging medium.

It greets them immediately, engaging customers and providing guidance on everything store related -- instructions on seeing the “Doctor on Premise,” getting a virtual makeover, opening hours, checkout information and even makes suggestions and recommendations on leading brand foods, drinks, cosmetics, hair and pharmaceutical choices available to customers.

“Our Virtual Greeter is an essential part of the “wow factor” we have built into our newest store and serves as ambassador of the new Duane Reade customer experience,” said Paul Tiberio, senior vice president of Merchandising & chief marketing officer for Duane Reade.

Lawrence is also enhancing the customer journey and increasing revenues within the Duane Reade store by installing an In-Queue Merchandising system (IQM). This system transforms unused space in the queue into a valuable retail area, enabling Duane Reade to boost impulse sales among queuing customers by up to 400 per cent.
Already in place in the UK at London Luton and Birmingham Airports, Tensator Virtual Assistants include interactivity, location awareness and virtual helpdesks.