Pacific Gateway Concessions has partnered with San Francisco-based technology firm Float Hybrid to develop interactive displays that respond to individual shopper interactions using Float's Anything Interactive technology.
At the Where Traveler store in the International Terminal sits a Beats Headphone display and beverage cooler that at first glance seems like any other store fixture. On closer inspection the displays are smarter than they look.
When a shopper approaches, lighting and a welcome screen are activated to encourage shoppers to interact with the products to access more information. The content on screen then changes based on the products the person touches. People are amazed to find that they control the on-screen experience and many look around in search of the source of the magical experience.
'In this digital age, shoppers want information in real-time to make better educated decisions. We are using cutting edge technology to provide shoppers that education with the touch of a product,' says Kenneth Howe, head of business development & marketing at Pacific Gateway Concessions.
The magic for retailers doesn’t stop there as Float’s Anything Interactive technology also tracks shopper interactions anonymously and provides that data to cloud-based analytics tools. This allows retailers to better understand shopping habbits and their customer’s path to purchase.
'Retail has evolved into a multichannel experience where the boundaries between virtual and physical space are becoming blurred,' says Keith Bendes, business development director at Float. 'We are enabling retailers to understand and respond to shoppers needs in real time, closing the gap on creating a seamless digital experience.'
Float’s Anything Interactive technology provides the ability to update content in real time and understand the impact of content changes on shopper behavior. External information including flight schedules, time of day and weather can all be linked to the type of content displayed, making the experience most relevant for shoppers at the moment of engagement.
PG Concessions plans to utilise this functionality to deliver the best experience for its shoppers. 'At the end of the day it’s all about the shopper,' says Howe. 'If you look at the response to our interactive displays it’s hard to argue that this isn’t something they are hungry for. We saw a 205 per cent increase in sales units for our featured beverage brand and a 120 per cent increase for our featured headphones brand.'
PG Concessions and Float will be expanding the Anything Interactive technology to other retail locations and airports.