Welcome to the world of POP (purchasing on product)
As society gravitates toward wearable technology from companies like Google, Oculus, and Epson, the average customer will have a wealth of information, literally, at their fingertips. Through the implementation of POP, customers will be able to, not only, be informed about a product but also purchase said product through a series of menus that appear on the product by utilizing augmented reality.
If you're new to augmented reality, which most people are, it is a technology that applies a digital layer over a viewer's real world environment. The digital information is designed to enhance the viewer's experience. A widely used example of augmented reality is one of an art museum that uses digital videos, pictures, and models to enhance the experience an artgoer has at the museum. With the use of an AR enabled device, visitors would be able to see, and interact with, the additional digital content.In the case of POP, the user would locate a product in a store. By using an AR enabled device the customer would see digital videos and supporting materials specific to that product. The customer may also see specific sales for AR customers. Once the customer decides to purchase the product, he or she can use a series of AR menus to add the product to their digital shopping cart. The customer can then, through an encrypted network, finalize the sale through digital payment and then receive a confirmation code.
The advantages of using a system like POP is that it gives the customer the ability to be informed about a product without needing the assistance of a customer service representative who may or may not be adequately informed about the product. It also streamlines the customer experience by eliminating the need for cashier lines. Reduced manpower overhead would be an advantage to the company as there would be less need for multiple customer service representatives throughout the store. The store would then have a centralized point of confirmation much like you see in most wholesale stores. This confirmation could come from a customer service representative or a digital system that validates through technology similar to RFID.
Some people would ask, " Why not just shop online?" The simple answer is that when it comes to certain products (Cameras, Appliances) people want to experience them in a store. By implementing a POP system the customer can interact with a product and utilize specific information without having to struggle through a sea of Internet opinions. If corporate headquarters becomes aware of inventory or price fluctuations, they can push out changes in a matter of seconds. This dynamic environment could facilitate the evolution of the traditional brick and mortar store.