Media

Thinking Outside The Box

Every so often, you read about a device that just makes sense – so much so that you find yourself thinking, ‘I can’t believe no one thought of that before.’ Concierge is just such a device.

It’s deceptively simple – a customer walks into the grocery store, grabs a cart, and starts shopping. The LCD screen that is built into the cart’s handle comes to life. It tells the customer about what they’ll discover in-store that day – and even gives them a map to find their way around. It can keep an ongoing tally of their purchases, suggest recipe ideas, even generate coupons. It makes shopping easier and more enjoyable. 
At the same time, it’s much more than a tool to help customers navigate. Thanks to Concierge’s built-in GPS technology and barcode scanner, retailers are given an unprecedented insight into customers’ decisions as they shop. Which aisles do they visit, and where do they linger? Which aisles do they skip? Which in-store displays catch their attention? And which products ultimately make the cut and end up being purchased? For retailers and vendors alike, Concierge offers an unrivaled opportunity to interpret and understand customer behavior.

Standing behind Concierge are the people at Springboard Retail Networks who first imagined such a device – and understood its potential. Rob Segal, Springboard’s CEO, is renowned for his work at Segal Communications, the branding and promotions agency he founded more than ten years ago. Armed with an unparalleled understanding of the needs of consumers, retailers and vendors, he was aware of the drawbacks of most in-store technologies being offered to retailers.

What he wanted was a single device that integrated a clear, easy-to-read LCD screen with an interactive computer, built-in barcode scanner and GPS technology. Such a device, he was certain, would be “a Holy Grail for marketers. It would give retailers and vendors a chance to talk directly to consumers at the point of purchase.”

To transform his vision into reality, Segal brought together a team of industry experts in technology and design. He hired Sylvain Perrier    , formerly of In-Touch Survey Systems, as Springboard’s Vice President of Technology, and gave him the task of creating a prototype that would incorporate every aspect of that vision. 
Perrier in turn assembled a group of talented software, content and design developers, all of whom share the same philosophy: “We design with the consumer in mind, but respect the aims of the retailer and vendor.” Both Perrier and his Director of Design Development, Jeremy List, were determined to create a device that would have as broad an esthetic appeal as possible, while also conforming to the most rigorous standards of durability and ease of use.

“We had to think about everyone who would be involved with this device,” says List. “It’s not just consumers – there are the staff members who will clean the carts and put them away, for example. It has to work for everyone, on every level.” Weatherproofing has been of particular interest to the design team: “That was a big challenge. We’ve taken every possible precaution – any place where water could possibly get in, we’ve added gaskets, to the point where in our testing we could actually submerge the device.” As for questions of durability, List is confident in the device’s ability to withstand the challenges of day-to-day use. “We all know that shopping carts get beaten up pretty severely, so we’ve constructed the device out of materials that will allow it to survive.”

Similar care has been taken with the development of the software and content – much of it custom-designed – that is included in the Concierge package. Perrier is well aware of the difficulties that some retailers have suffered in the past when in-store technology systems proved unreliable or difficult to maintain. “I consider Concierge a turn-key system. We have partnered with the best suppliers and manufacturers around the world in order to ensure that Concierge delivers on every level. We will be there for our customers – from implementation to maintenance to upgrades – taking care of the headaches.”

Segal is, understandably, delighted with the resulting device that Perrier and his team has produced. “I’m convinced Concierge is in a league of its own. It’s the easiest to use, it’s beautifully designed, and it’s the most versatile.”

Perrier is equally passionate about Concierge’s significance to retailers, vendors and consumers. “Unlike traditional forms of media, Concierge gives the consumer a one-on-one experience, and lets them tailor their experience. And I really believe that when you supply intelligent content to customers, via a reliable piece of technology, you can only enhance the consumer’s shopping experience by an order of magnitude.”