Three Ireland is evolving from a classic mobile phone retail company into a ‘digital lifestyle brand’ by rolling out a new concept featuring touchscreen solutions across its 60 stores.
As part of the telecommunications company’s upgrade of the retail experience, it is incorporating software from interactive digital signage specialist eyefactive on to a range of in-store touchscreens, interactive tables and tablets.
For the first time, Three will not only provide connectivity through its network and devices, but will also offer visitors to its stores expert advice and access to more than 100 products. It is one of the biggest touch technology-based roll-outs of its kind, incorporating more than 500 interactive touchscreen devices in total.
Three’s own research has revealed that consumers want an in-person experience, supplemented with an online offering. So the company’s stores will be transformed into ‘centres of excellence’ that combine online shopping with expert retail assistance. Each store will feature one or two touch tables, six touch tablets and two or three non-interactive wall-mounted displays, as well as new window displays. Staff will be able to assist clients with locating and selecting products, using the touchscreen devices with interactive software connected to Three’s online shop.
The touchscreen software solution’s main app is a virtual retail consultant that connects to Three’s online shop platform. The app offers interactive guides to navigate through product categories smoothly, with additional omni-channel checkout functionalities such as self-checkout via mobile device using QR codes or sending information to customer’s email address.
The touchscreen tables’ software interface allows users to interact across all four sides. Moreover, it allows personnel to consult with customers face to face, opening multiple apps and widgets simultaneously from the main menu app. They come with eyefactive’s integrated touchscreen object recognition technology, which recognises products placed on the screen’s surface. In future developments, the technology will be used to compare smartphones, along with their respective mobile network contracts.
The tablets feature a high-resolution version of the virtual shopping guide app. All the in-store displays use a combination of the app platform’s cloud infrastructure, the AppSuite CMS and standard app SlideShowFX.
The cloud architecture of eyefactive’s touchscreen app platform continually upgrades the content and software on the in-store devices. In a future upgrade, Three will be able to gather touch data from all the screens – comparable to e-commerce click-data – which will help to improve the ROI and conversion rates.
Thirteen of Three Ireland’s 60 outlets were fitted out as concept stores last year. The initiative is expected to be completed in 2023.
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