For the last few years, I've heard quite a bit about the so-called "store of the future" — a massive retail space filled with high-tech interactive equipment that could keep a shopper entertained and engaged for hours. According to the real,- Future Store's Web site, the Future Store initiative, led by METRO Group, involves more than 85 companies from the retail, consumer goods, IT and service sectors — all working in tandem to develop and test innovative retail technology.
So during my visit to Paderborn, Germany, last week for Wincor Nixdorf's annual Wincor World trade fair, I decided to take a day trip to the outskirts of Dusseldorf, where the real,- Future Store is located.
As I wheeled into the parking lot, I was initially impressed. The real,- Store is flanked by a handful of other shops, giving it a very "American" strip mall appeal. And the store's openness, which is heightened by tall glass ceilings in the entryway, gives off a futuristic feel. All of this appealed to my senses, and I really was looking forward to my shopping experience. I soon learned that the real,- Store's definition of "future" has a long way to go.
Some highlights:
The fluid floor projection — which 3-D depth-sensing specialist GestureTek calls gestural digital signage — located in front of the fish counter entertained the kids while parents placed their orders with the butcher.
The T-Mobile station in the back of the store, which offers shoppers online access to real,- Future Store coupons, in-store discounts and tutorials about what can be found where in the store also caught my attention. And next to the T-Mobile hotspot is a wall-mounted informational kiosk that displays the store's floor plan. Shoppers also can pick up pocket maps to take with them.
The interactive make-up kiosk, which takes a picture of the shopper's face and then displays the image on a screen, was the highlight of my trip. The kiosk offers different choices of blush, mascara, foundation, powder, eye shadow and eyeliner. As the shopper chooses different combinations, the selections appear on the shopper's face on the screen.
Outside the sporting-goods section, a wall-mounted touchscreen offers tips about equipment and apparel, and is a great third-party advertising tool for the section's suppliers.
What was missing?
Smart carts: Where are they?
An interactive dressing room assistant: Although I heard rumors of something like it existing somewhere in the store, I never found it.
And where were the touchscreen-ordering kiosks for the deli, the meat and fish counters, the bakery and the restaurant located at the front of the store? Even stores of the present have this basic self-service option.
A few disclaimers worth noting:
After spending more than two hours of my time and some 90 euros from my wallet, I walked away from the store with a cart full of goods. It was the tech experience that was lacking.
Also, I did not participate in a guided tour. If you're interested, shoppers can submit online requests for tours from the real,- Future Store's Web site, which is hosted by METRO Group. I also did not ask any attendants for guidance. I wanted to experience the store just as a regular shopper, and as a consequence, may have missed something revolutionary, although I doubt it.
