14/05/2010
By Scott Thompson
Retailers need to jump on the iPad bandwagon and fast as it's set to change in-store experiences. That's the view of David Judge, creative director at retail and experience design consultancy JudgeGill, who has helped to develop in-store touch screen technology for the likes of adidas, Hertz and Virgin.
Judge is predicting that the iPad, and associated technology, will take in-store interaction to a whole new level and revolutionise retailers' environments. "I've seen the highs and lows of touch screen technology in-store; but with the many benefits digital interaction in-store brings comes numerous logistical problems - i.e. the expense of the devices in the first place, cabling, the need for temperature controlled server rooms and bespoke software that continually needs updating, often on a global scale. Then there's the maintenance of the terminals, which often end up with a "Not Working" sign on them while stores wait for the repair team to get to them," he says.
"The iPad, and web services approach, puts an end to all that and offers retailers a cost effective form of wireless, mobile digital interface in-store, rather than hard-wired and fixed location, and a reliable product from a brand that adds value in its own right. Not only is the cost of each iPad worth the investment, it comes with the reliability of being an Apple product and can be returned to the manufacturer if problems do arise. It's also a format that people are increasingly familiar with and the software can be easily updated. The limited size, in fact, is the only issue. It's good for personal close up, but will not work for a group very well," he adds.
"The iPad, along with the iPhone and other such devices, is making multi-touch technology accessible, flexible and cost effective both in terms of hardware and software. And the iPad will be just the first of many such devices from a multitude of suppliers/brands," Judge concludes. "So if you're a skincare brand for instance, with say, 4,000 counters, it becomes a very exciting and cost effective way to enhance the retail experience whilst linking with web through an interface that is familiar and intuitive for the shopper."
