Fighting Fire with Fire: How digital holds the key to re-imagining the high street

以毒攻毒：数字化如何成为重塑商业街的关键

• 批准号: 971395
• 金额: $ 8.27万
• 依托单位: DOT-MARKETING LIMITED
• 依托单位国家: 英国
• 项目类别: Small Business Research Initiative
• 财政年份: 2014
• 资助国家: 英国
• 起止时间: 2014 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=971395
• 关键词: Fighting; Fire; How; digital; holds

Fighting Fire with Fire: How digital holds the key to re-imagining the high streetOne of the primary causes of the decline in the high street is the emergence of online shopping. This project aims to use mobile technology to bring the data-rich environment shoppers are used to online, to the convenience and service offered by the high street. Through augmented reality, shoppers will get a more engaging experience which is underpinned by real-time, location specific offers from any retailer on the high street. The use of augmented reality, provision of offers and tracking their redemption will provide real-time data for retailers and authorities to understand shopping habits and to better refine and promote the high street offering. This feedback loop will have a positive effect on shopper, retailer and authority behaviour.Imagine... • Walking down a high street where every shop front was (when viewed through a smart phone) a ‘virtual billboard’ displaying offers and what is new in store. • Now imagine that the offers selected for display varied for each shopper, matched to their profile and purchasing habits. Real-time, personalised, location specific direct marketing that could include video and other augmented reality experiences as well as communicating offers.• When the shopper walks into a store, their mobile also brings alive items on the shelves, or highlights other items they might be interested in, through detailed information, images, videos and commentary. They can even share their likes on social media and leave feedback for the store or high street.• Link this with a mobile vouchering platform that enables the shopper’s offers to be redeemed in store, and for the platform to record those transactions and learn the purchasing habits of the different shoppers to further refine targeting in the future.• Behind the scenes, the store has a dashboard which shows them in real-time what shoppers have been looking at and when, what offers they have used and their feedback and ratings. Even local authorities can see what is happening with a dashboard that shows them the health of the high street.The shopper simply needs to download the mobile application, register (they do not even need to provide name and address, simply post code, age, sex and number of children); it is an opt-in service. They benefit from communications and offers tailored to them as a single source for any high street. The retailer benefits from building personal relationships with their customers and high streets potential reverse their decline. We call this product Dot-Street.

与火搏斗：数字如何掌握着重新想象商业街的关键网购的出现是商业街衰落的主要原因之一。该项目旨在利用移动技术，将购物者习惯于在线的数据丰富的环境带到商业街提供的便利和服务中。通过增强现实，购物者将获得更吸引人的体验，这是由商业街上任何零售商提供的实时、特定位置的优惠所支撑的。使用增强现实、提供优惠并跟踪其兑换将为零售商和当局提供实时数据，以了解购物习惯，并更好地完善和推广商业街优惠。这种反馈循环将对购物者、零售商和权威机构的行为产生积极影响。想象一下……·走在一条商业街上，每一家店面(通过智能手机观看时)都是一个“虚拟广告牌”，上面展示着特价商品和商店里的新商品。·现在想象一下，为每个购物者选择的展示内容各不相同，与他们的个人资料和购买习惯相匹配。实时、个性化、特定地点的直接营销，可能包括视频和其他增强现实体验以及传达优惠。·当购物者走进商店时，他们的手机也会将活着的商品带到货架上，或者通过详细信息、图像、视频和评论突出他们可能感兴趣的其他商品。他们甚至可以在社交媒体上分享他们的点赞，并给商店或商业街留下反馈。·将这一功能与移动代金券平台联系起来，该平台可以在商店兑换购物者的优惠，该平台可以记录这些交易，了解不同购物者的购买习惯，以便进一步完善未来的目标定位。·在幕后，商店有一个仪表盘，实时显示购物者一直在看什么，什么时候，他们用过什么优惠，以及他们的反馈和评级。即使是地方当局也可以通过一个仪表盘看到发生了什么，它向他们展示了商业街的健康状况。购物者只需下载移动应用程序，进行注册(他们甚至不需要提供姓名和地址，只需提供邮政编码、年龄、性别和儿童数量)；这是一种选择加入服务。他们受益于通讯和为他们量身定做的优惠，作为任何商业街的单一来源。这家零售商受益于与客户建立个人关系，商业街可能会扭转他们的颓势。我们称这种产品为Dot-Street。