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The use of video technology in retail

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The way we buy goods and services has changed forever with the introduction of innovative technologies and social networking platforms designed to translate customers from initial curiosity to buying.

Due to the fact that the impact of the pandemic is still being felt, it is unlikely that there will be a shift to buying in the “old school” if The recent Shopify “It’s a Store” poll is all you need to go through. Shopify found that 83 per cent of Australian shoppers say it is important for a brand to be online. Only seven percent say it only matters if that presence is better than the in-store experience.

To mitigate the pandemic disruption, many businesses quickly moved on to creating hybrid retailers. This included scaling up e-commerce and digital investment in innovative technologies. This includes videos to better support virtual retail customers and keep in touch with employees.

Retailers should look for “technology that is disappearing”

As retail is a highly visual industry, it is not surprising that modern video technology is shifting to the list of priorities as the demand for continuous and intuitive solutions continues to grow.

Simen Tegre, CEO and co-founder of video technology company Neat, believes that the best videos should be unobstructed. It should naturally merge with the meeting environment, effectively forcing the technology to “disappear”.

“The most interesting thing about Neat technology is that we try very hard to make it disappear – that’s our goal. We don’t want people to think about technology, we want them to focus on each other, their interaction and cooperation, ”says Teigre.

Modern video technology must go beyond the basics of visual and sound. It must use new technologies such as artificial intelligence, data and analytics. This will help to understand the spaces in which his devices are located, and expand collaboration opportunities.

Video technology solutions in action

Incaa major Australian high-end fashion retailer, originally sought out Neat to help them build a stronger sense of community among their scattered workforce during the blockade.

With 13 locations, 190 employees and a wide range of vendors around the world, the Inca team has also battled the challenges of “old school video”. This includes laptops with an echo and a limited range of microphones, making it difficult for the team to do the job efficiently. It also led them to Nate.

As Doug Lowe, CEO of Incu, says: “Buying clothes remotely is very difficult because a blue shirt looks like any other blue shirt on the screen. It is impossible to say what it is suitable for. It is impossible to say what materials. It’s a very tactile experience. But it gets much better when the sound and image work smoothly.

Lowe continues: “Our Incu style of meeting is inclusive and all about getting ideas. We love to discuss and let the conversation float rather than have a strict agenda that can push new team members away. We do this because something great will come up organically that we didn’t initially think about. It is important for us that everyone present at the meeting can be heard, and Neat works very well for us. “

Lowe adds that Neat video devices have also helped work with American fashion brand Rag and Bone and its architects on the design of Australia’s new Rag and Bone store. Using video, it was much easier to view architectural designs, visualizations and floor plans. He comments: “With a few people on these teams, using Neat has made meeting a lot easier.”

So what awaits the future of video technology in retail?

Recent Shopify Research It has been found that e-business is growing daily with approximately 12-24 million e-commerce sites worldwide. This means more brands are fighting for customers and wallets. As a result, retailers are looking for ways to build long-term relationships with customers, offer a seamless and meaningful online shopping experience and develop their brand outside their place of origin.

Incu Douglas Low looks to the future, predicting that more video technology will target a more customer-focused retail experience.

https://www.marketingmag.com.au/tech-data/leveraging-video-technology-in-the-retail-landscape/

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