Science Fair Project
Fifteen years ago my daughter - who was in third grade at the time - had to create an invention for a science fair like project. It was pretty cool in that it only needed to be a concept and a mock-up and not really work.
In my daughters project, she scanned the items that were being used in her kitchen of the future, or that she was running low on to create a list of items to go buy at the supermarket.
Today, it would be easy to create a real science fair project - scanning the item with a cell phone or perhaps a locally connected portable PC or Palm device to query an Internet based UPC item database and store a list on the home networked computer that could be printed to take to the supermarket.
But a Web 2.0 "Mash-up" solution that could be developed now by any retailer would allow a consumer to scan items in their kitchen and send them to their favorite store - who would be able to print a list for the store nearest to them in the order in which they were in the store, and allow the customer to add items like produce and meat and such to the list. They could even suggest items and recipes of meals if a consumer was stuck. They could do targeted marketing based on the consumer profile from the loyalty program. Finally, they could fulfill the order and deliver it to the customer's home for an added charge if they offered home delivery or pick the order and have it waiting if they wanted to offer that service.
All of these "run the business systems" exist in the organization today. Many advanced markets are doing a good bit of this today in pieces. The needed information might be in a plan-or-gram or store layout system for the store layout, a pricing system for an accurate item file by GTIN (UPC), a merchandising system for the category to link to the layout system, and an on-line order system.
We have tried to present this week some ideas on how Web 2.0 technology can be utilized in the retail space. The list has not been meant to be all-inclusive - it is only meant to be concepts that might apply - and food for thought on how to deploy this technology as a base for other uses in the company.
In my daughters project, she scanned the items that were being used in her kitchen of the future, or that she was running low on to create a list of items to go buy at the supermarket.
Today, it would be easy to create a real science fair project - scanning the item with a cell phone or perhaps a locally connected portable PC or Palm device to query an Internet based UPC item database and store a list on the home networked computer that could be printed to take to the supermarket.
But a Web 2.0 "Mash-up" solution that could be developed now by any retailer would allow a consumer to scan items in their kitchen and send them to their favorite store - who would be able to print a list for the store nearest to them in the order in which they were in the store, and allow the customer to add items like produce and meat and such to the list. They could even suggest items and recipes of meals if a consumer was stuck. They could do targeted marketing based on the consumer profile from the loyalty program. Finally, they could fulfill the order and deliver it to the customer's home for an added charge if they offered home delivery or pick the order and have it waiting if they wanted to offer that service.
All of these "run the business systems" exist in the organization today. Many advanced markets are doing a good bit of this today in pieces. The needed information might be in a plan-or-gram or store layout system for the store layout, a pricing system for an accurate item file by GTIN (UPC), a merchandising system for the category to link to the layout system, and an on-line order system.
We have tried to present this week some ideas on how Web 2.0 technology can be utilized in the retail space. The list has not been meant to be all-inclusive - it is only meant to be concepts that might apply - and food for thought on how to deploy this technology as a base for other uses in the company.
Many supermarkets track my purchases with some type of "customer relation" card or by phone number. My personal buying habits do not vary widely by brand or quantity.
Why have the large chains not used the data they already collect more effectively other then for reordering?
I would love the opportunity to simply have them deliver the same products on a routine basis to my home. This would foster true loyalty, while removing the time commitment for those of us who are "shopping challenged"
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