GoInStore, a UK-based
creator of a first-person shopping experience for online customers has
been selected by retail chain Dawsons Music to deliver a real-time,
immersive viewpoint to its online customers via the latest “smart
glasses” wearable technology.
The
GoInStore solution uses wearable smart glasses or Android Handheld
devices to close the gap between online and offline worlds. In this
industry-first implementation, visitors to the Dawsons retail website
can access a one-way live video stream from the viewpoint of one of
Dawsons’ knowledgeable in-store sales staff, who is equipped with smart
glasses and able to guide the customer in “first person” through the
store and explore products.
This
immersive visual experience is coupled with a two-way audio stream,
effectively allowing the website visitor to shop as if they were
physically in-store and engaged with a staff member. The service is
supported by GoInStore’s server infrastructure and artificial
intelligence-driven Assignation Engine that can quickly analyse online
data and deliver key insights to ensure that any website visitor is
connected to the representative who is best placed to serve each
customer for their individual behaviour, product and geographical
consideration.
Mark Taylor, Managing Director for Dawsons Music
explained: “Our staff are musicians first and foremost, which means the
expertise you receive by visiting one of our stores is second to none.
GoInStore allows our most valuable sales asset – our staff – to engage
with customers far beyond the typical catchment areas of our stores and
has unleashed their potential across the web.” He added: “Although this
is cutting-edge technology, it’s facilitating a human-to-human
connection in a comfortable and familiar way for staff and customers
alike. The end result is much greater synergy between the web and
stores.”
Commenting on the GoInStore service Co-Founder, Andre Hordagoda said: “Our
enabling technology was conceived specifically to address the disparity
between high in-store conversion rates when compared to that of online
conversion rates, which could be as low as one tenth of the performance
of a physical shopping experience. The service has since demonstrated
not only a dramatic improvement in online conversion rates, but other
hugely valuable benefits for retailers, ranging from increased Average
Order Value to improved customer satisfaction and a reduction in the
rate of returns.” He added: “With our first-to-market
technology, early adopters and visionary retailers such as Dawsons Music
are set to benefit from a real first-mover advantage. This
fast-evolving space will see rapid expansion as enhancements to hardware
and bandwidth deliver continuous improvements to quality of service for
consumers.”
Nicola Tibbs, Dawsons Head of Ecommerce, to agree: “GoInStore
has a two-way benefit: it leverages our stores to build confidence
online, and it facilitates a direct connection for customers with our
knowledgeable store staff.”
She
continued: “For higher value purchases, the in-store connection can be a
critical ‘assist’, which can be successfully measured with GoInStore’s
attribution model. For us, this approach is an exciting move towards
true omnichannel.”
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