Back to the future

From touch screens to smartphones, iPads to iPhones, apps to QR codes, it’s undeniable that technology has now become an essential part of people’s lives. As a result, technology has also become a mainstay to which retailers in any industry cannot afford to turn a blind eye.

But while most of the world’s retailers are currently implementing or perfecting their online platforms, apps and m-commerce facilities, local digital media firm Yeahpoint is looking ahead and developing the next generation of fashion friendly technology.

The company, which recently assisted Billabong in achieving a national digital first via a new type of interactive self-service technology in-store, was established in Australia in 2003 by Matt Cudworth and John Anderson. Eight years on, Yeahpoint now has over 70 percent of its business in foreign markets with offices located in the UK, US and an ever growing presence in Europe, Africa and Asia.

Since inception, Yeahpoint has also worked with a number of high profile clients, including Asian giant SingTel, department store David Jones, Singapore’s Elite Model, and fashion brand Guess – which is currently rolling out one of Yeahpoint’s latest innovations, MiMirror, across its Asian store network.
MiMirror, which essentially combines digital camera and touch screen technology to create a type of “digital mirror”, allows people’s movements to be reflected on a screen in real time and  let’s users take a number of images of themselves wearing various items of clothing. Customers can then view and manipulate the different looks on screen and compare them.

The images can also be posted onto a retailer’s social media network complete with custom messages or watermarks to further promote the brand. The images are held temporarily until the user ends the session or walks away, in which case it simply “times out”.

It’s a fledgling concept, which currently hasn’t been trialled at all by fashion retailers on Australian shores, but the technology has two-way benefit for both consumers and retailers according to Anderson.

“MiMirror adds real value for the consumer by allowing them to receive instant feedback from friends and family on what they should buy while enjoying the retail experience. Fashion retailers meanwhile can leverage off their customers’ social networks through their clothes and branded images being posted online,” he says.

“The technology can also be tailored to suit any fashion retailer from clothing through to eyewear, shoes and more, and  it can also be adapted to host competitions and promotions by linking images directly to nominated websites, so it can be a great way for retailers to build their own social media following.”

However, despite the hype, Guess is one of the only fashion retailers which has taken the digital plunge into unknown waters via new technology such as MiMirror, and Anderson says that this wary attitude is something that could damage local fashion retailers more than they realise.

“As with any new technology there is definitely going to be some apprehension, especially in the fashion world where the formula has remained the same for such a long time. We are seeing an incredible amount of interest from overseas fashion retailers and Australia really needs to start moving and looking at the use of new technologies to draw in consumers, or they will be left behind,” he says.

“We are starting to see some interest from Australian fashion retailers, but with several overseas chains already implementing our technology and having incredible results, the sooner Australian retailers act, the better.”

Eager to push ahead despite a general reluctance by Australian retailers to pioneer new technology, Yeahpoint has continued working towards new innovations. Recently, the company also exclusively revealed to Ragtrader that it is working on three cutting-edge applications which have not yet been trialled on Australian shores, but could change the retail landscape in this country forever.

 The first, Audience Measurement, is reminiscent of the Gap store scene from 2002 film hit Minority Report , starring Tom Cruise – minus the 3D hologram.
The device, which uses a digital camera to measure a customer’s age, gender and dwell time (how long they are present for), allows the retailer to analyse store traffic and match this to sales data for greater understanding of store by store demographics. The system can also extend to in-store digital content, which can be tailored automatically to suit customers in real time.

“For example, if a 20-year-old girl enters a store, the device will determine their age, gender and mood, and then tailor close by in-store digital signage to promote fashion products and accessories that directly target her demographic,” explains Anderson.

“The Audience Measurement tool can also record data on who is entering a store and when, to provide retailers with valuable information they can then use to measure their own promotions and brand success.”

Yeahpoint is also making inroads on the mobile front, and can now create several in-store mobile applications, to allow retailers to engage with their customers on an entirely new level.

“Commercial Smartphone applications for Android, and iOS (iPhone) are really starting to make their mark in the retail industry, and this presents a fantastic opportunity for fashion retailers to develop exciting applications that allow them to continue to engage with their customers whether they are in-store, at work or at home,”  Anderson says.

“The applications can also be used to record what customers are buying and then this data is used to notify the consumer of new products in stock they may be interested in. It can also form the basis of loyalty programmes and allow retailers to use it as a marketing platform and a 24/7 storefront.”

While MiMirror and Audience Measurement technology are currently available and can be in stores within weeks, Anderson adds that mobile applications are created based on the needs of the retailer, enabling apps able to be used on different platforms in-store.

“It’s all about providing options and enhancing the retail experience while driving down the cost of doing business for the retailer,” he says.

Yeapoint’s latest creation to date, and the only application which has not been trialled anywhere else in the world, is Geo-Spacial Advertising.

This brand new technology, which is currently under development and isn’t available commercially yet, has “enormously exciting potential for the fashion environment”, according to Anderson.

Based around using a customer’s mobile device to track their movement’s in-store, the technology will work to push specific messages and promotions to the customer when it’s most relevant to encourage further sales by suggesting complimentary or matching items on the spot. Additionally, advertisements can also be programmed to target customers as they move through the store.

“The potential for this type of technology is enormous and Yeahpoint is expecting big things once Geo-Spacial Advertising is ready to go into the market place,” Anderson says.

“We could potentially see the first commercial applications of this technology sometime in 2012.”

It’s a relatively short wait, but Anderson says overseas retailers are already champing at the bit, with several international brands having already rolled out some of Yeahpoint’s earlier creations. He adds that time is running out for Australian fashion retailers to follow suit and jump on the digital bandwagon.
“We have had interest from a number of retailers but haven’t rolled anything out in Australia yet. In contrast there has not only been major interest from overseas but they are already using the technology to great effect,” he says.

“Soviet Clothing in South Africa has rolled out MiMirror as has Republic in the United Kingdom and even in a few short months they are seeing brilliant results with extremely positive feedback from both customers and retailers. With such strong interest from overseas retailers Australian retailers are really starting to get left behind, especially given the current challenges being faced in the retail industry.”