Major Brands Testing Interactive Retail at NRF

SEEN & NOTED: NEW YORK, NY — Intel's booth at the NRF convention was jammed packed with people and new ideas for retail. NRF's Annual Convention and Expo was held in New York this week with more than 400 companies exhibiting on the Expo floor, and a estimated 24,000 attendees from around the world. Intel's booth featured several interactive retail solutions developed in collaboration with HSN, Kraft Foods and Macy’s with the aim of delivering more relevant and engaging experiences for shoppers.

In an effort to expand its reach and interaction with shoppers beyond TV and the Internet, Intel worked with the HSN television network to develop a massive interactive touchwall (see above). Measuring over 13-feet wide and 8-feet high, HSN's Touchwall provides the network with an opportunity to engage with consumers at food and wine events at conventions, malls, sports arenas, and airports enabling consumers to see a virtual cooking class with world-renowned chef Wolfgang Puck. The solution incorporates HSN's mobile, gaming and social media channels into a fun shopping experience that can be offered virtually anywhere. Viewers have the ability to interact with HSN's touch wall display using their mobile devices to request shopping lists and receive a link that enables them to place an online order for delivery.

Macy’s is working with Intel to test a new concept called the Macy's Beauty Spot at four of its flagship retail locations. The Beauty Spot concept is an effort to assist shoppers in finding and evaluating cosmetics and fragrance products. Through customer surveys, Macy's learned that some women prefer to explore beauty products on their own; however, this is not always possible when products are placed out of reach or are behind the counter. To address this issue, Macy's worked with Intel to develop the Beauty Spot so that shoppers can get detailed information about cosmetics and fragrances and read product reviews shared by other customers. When a consumer has completed their research, the system enables that shopper to save their recommend products to a list that can be printed or sent to their mobile devices via email using the system's built in touchscreen. Shoppers can also download additional information to their mobile devices about cosmetic trends, new products, and seasonal promotions.

Kraft Food is testing an interactive sampling solution called the DIJI-TASTE (Did You Taste?) Sampling Experience, an interactive kiosk that distributes product samples. One of the unique aspects of the DIJI-TASTE kiosk is its form factor. DIJI-TASTE is designed as a free-standing kiosk that enables up to 4 users to access the  system's large interactive touchscreens from any of the kiosk's four sides. The cube shaped kiosk's custom enclosure has been sculpted with soft curves that are beautifully designed and alluring. Another interesting aspects of the Kraft Foods test is the use of Intel's AIM Suite, a software based system that measures audience metrics including advertising impressions, audience size, gender and even the age of the viewer. The DIJI-TASTE kiosk anonymously detects the age bracket and gender of users before providing complimentary product samples to personalize the experience for users. Interesting stuff!. DIJI-TASTE is currently tested at the Shedd Aquarium in Chicago and South Street Seaport in New York.

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ScreenMedia Daily to read about what Intel introduced at NRF 2011 here.