Online store of the future: from predictions to reality



Recently, I was sorting out old drafts and came across a small note under the heading “Online Store of the Year 2050.” In it, I talked about how the ideal online store of the future should work . The note was written only three years ago, but I was surprised to find that already now many principles and technologies either already exist or are very close to implementation.



Search and selection of goods


Forecast

The online store of the future is not a store in the usual sense of the word for us now. This is a function that surrounds a person literally everywhere. For example, you came to ski, and you see a steep skier on the slope. Point the augmented reality display device on it, turn on the “Things” mode, and right here and now with the balloons see what kind of equipment it is wearing, how much it costs and where it is sold.

Reality

Amazon Flow: Turning Objects Into Real-Time Products


Forecast


Immediately you can “travel” to a virtual storefront, see a thing you like from all angles (at first 3D and holography, with the development of technology - a tactile model), see how it sits on you, taking into account your individual anatomical features.

Reality

Products in 3D:


Virtual Showcase:
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Forecast

The profile is stored on your mobile device, entered once, and can be used in all sites or applications, just like the current location is used now: “The store wants to use your individual sizes. Allow? ” A virtual fitting will immediately highlight potential problem areas - short sleeves, tight shoes, etc. Ideally, with the development of technology, a light fitting of clothes according to a figure should be carried out automatically, or due to a simple fit in the workshop immediately before the sale.

Reality

Sewing and tailoring by individual standards, storage of profiles: http://www.getwear.com , http://constrvct.com/

Purchase and delivery



Forecast

The purchase and delivery process should also be simplified at times. One-click payment purchase, as in the AppStore, delivery to one of the predefined personal POIs (home, office, country house) or to one of the points of the Unified Network of Delivery Points, which will replace ordinary stores. In the first case, you need to specify only a convenient delivery time, and in the second - the nearest delivery point, which, in most cases, will be determined automatically.

Reality

Development and globalization of tracking www.dhl.com


Forecast

A trigger for turning on a display case can be anything: a video on the Internet, advertising in the subway or in the media, a person on the street. Anywhere at any time, the showcase is available for viewing using a portable mobile device equipped with an augmented reality device (glasses, holographic projector, something else).

Reality

Internet showcase in the Moscow metro


An important service for future stores, as well as modern ones, will be the comparison option: you can immediately see the analogs and their key differences from the thing that initially attracted the user's attention, see reviews not only of ordinary customers, but also of “authorized” ones right at the place of purchase experts. Experts “commodity experts” who will study the products of certain groups, test them and prepare reviews for global online storefronts will become respected and famous people.

Possible applications of augmented reality:


Targeted advertising and work with preferences



All “aggressive” advertising should be personalized, targeted, and context-sensitive. This principle should be preserved not only on the Internet, it will apply to any communication channels. Advertising will depend on the place, time of day, clothes and mood of a particular person. You will be offered trips to the country club when you are tired and you have time and opportunity to relax, and not with the letter from the management of “Need to work on the weekend”.


Stores should analyze user behavior and process any requests received in the information environment, including implicitly. For example, if you write in Fb “advise which bike is better?”, You do not need a contextual ad “Looking for a bike?” We have them! ” You want to solve your unique problem. Talk with a specialist - with a living person or an expert system - to understand and clarify your own preferences, choose not from the range of a particular store, but from the entire variety of models available, compare prices with and without delivery, decide whether you are ready to wait a month, or tomorrow you want to go to the park. In particular, you should be offered as an alternative rental for one to two days or for the season. Of course, with this approach, some industries, for example, manufacturers of SLR cameras will suffer severely. But this is a topic for another discussion.

Retailers



One way or another, large retailers will have to unite in a single network, and competition will work only at the level of “service packages”, discount programs and bonuses, similar to the way it is now with mobile operators. That is, a person has an account tied to a particular retailer, and, for example, acquires all sporting goods (and in the future - all goods in general) through this retailer. In such cases, brands will choose, not stores (as is already partly happening now), and it will be possible to compete only at the level of customer service, since the assortment of goods and prices will be approximately the same.

The retail space will degenerate into small boutiques, where especially violent shopaholics will be able to physically see and touch the goods, participate in tests and installations, however, the entire retail space will go online, and the goods ordered in the boutique will be delivered home or to the standard procedures in the same way delivery point. Each stage of the order is monitored in real time, about each operation (the goods are shipped from the warehouse, the courier has left, etc.) a short message is sent directly to the brain .

To summarize. The essence of the proposed upgrades at the methodology level can be summarized in the following points:

  • obtaining information about surrounding objects as goods, without effort - "at your fingertips";
  • constantly open access to the global storefront of goods;
  • complete, consistent and multifaceted information about each product;
  • tracking personal conditions and preferences, offering goods in the right place at the right time;
  • offering alternative ways to solve the problem without purchasing a specific product: for example, renting equipment or equipment, or a team of builders instead of a screwdriver;
  • the shortest and least cost way at all stages of the “saw-bought” procedure;
  • quality feedback.


And how do you see the online store of the future?

P.S.: Отдельное спасибо Саше Ловягину за иллюстрации к статье