Robert Scoble ran into Dennis Madsen, the CEO of REI, and blogged about it.
In the article he brings up lot's of great things, that make me glad to be a member of the REI co-op. It sounds like he really understands how technology can help to boost commerce.
From the article:
OK, more in depth. About stores, he's seeing that plasma and touch screens will change the retail experience quite a bit. Brick and mortar stores aren't going away, he says. Do note that 15% of REI's business is currently coming in online, though, and those sales are increasing.
This really surprised me. I've never really liked the REI online store, and I thought my experience was common. Generally, for the things I buy at REI, I like to touch them and look at them from all angles before I buy. If it's going with me on a hike, I want to make sure it's not too heavy / awkward.
I think REI could improve the experience for people like me by doing more 360 views, and more pictures of things in relation to others. For example a picture of that camp stove next to (or inside) a backpack would really make a difference.
Again from the
article:
Also, he expects that within two to five years everything will be tagged with RFID, which will let his IT teams build new kinds of shopping experiences. For instance, you could grab a camping stove off of a shelf, hold it near an RFID scanner, and you could get a demo on how to properly use it. Or, you could see other things that work with that stove. Or, you could enter that into your gift registry for your wedding. Or...well, you get the idea.
I think that scanners mounted around the store will be useful, but I don't think that really uses RFID technology to it's fullest extend. We've seen scanners around stores before at places like K-Mart and Wal-Mart. I would like to see scanners on every aisle. It would also be great for the shelves to target ads at me.
For example, if I put a camp stove in my shopping basket, and then start walking away, a display could pop up an ad for fuel, and offer to direct me to where it's kept in the store. If I pick out a new set of hiking boots, a local display could offer me a discount on trekking socks.
To me there are two sides to this kind of technology. First is the supply chain side, it'll be great to give distribution managers the ability to do "instant inventories". The other side of it though, which I find more compelling, is that a brick and mortar store can give me an experience like Amazon.
When I say that I mean that the store can look at the things I've selected and say, "Hey, people who bought camp stoves, also bought camp stove cleaning kits". These kind of tie-ins have only been available to online stores, or to brick and mortor stores with very knowledgeable employees. RFID will bring that experience to everyone.