Shopper Marketing - July 2016 - 36


PROGRAMS

Dell

Continued from Page 2

the manufacturer unveiled its virtual sales assistant in March at its Dell@Retail 2016 event in
Austin, Texas.
The display connects shoppers with a live
salesperson via video chat to help them find a
product that fits their needs. It can be deployed
on an endcap, inline or on a table display in virtually any part of the store. The display utilizes
multiple components including a touchscreen
monitor, operating system, web camera, microphone and Turtle Beach Corp.'s HyperSound
directional emitters that project sound in a

" [The reps] will ask all the right
questions about intended
usage and talk about how that
product might fit those needs."
Dan Seymour, Dell Inc.

straight beam to keep conversations private
and minimize distractions for other shoppers.
Additional partners included OnQ and Fitch.
"The shopper can walk up to the physical store and touch the screen to talk to the
representative about the physical product in
front of them," Seymour says. "[The reps] will
qualify the shopper, asking all the right questions about intended usage, and then they'll
get to the actual product and talk about how
that product might fit those needs. Then they
might check out the retailer's dot-com to find
other specific products that might better fit
the shopper's needs, or they might go to that
same product on the retailer's dot-com site
36

y SHOPPER MARKETING JULY 2016

and pull out a little more content around the
ratings and reviews or the specifications and
certain features and functions to help educate
the shopper and get her ready to purchase."
The salespeople can also bring up a keypad
for the shopper to enter her phone number to
receive a link to the content that was discussed
or to an e-commerce page with a time-sensitive coupon offer of varying value depending
on the shoppers' point in the purchase cycle.
Dell is working on adding the ability to email
that information as well.
"It's one of the bigger benefits that I think
the retailers see here: the way that our sales
associates can leverage the endless aisle - the
ability to look at the online and in-store assortment strategy that buyers for our category
clearly take into consideration," Seymour says.
"We can show the shopper that the SKU in the
store might have two or three different versions online that are a more optimal fit for that
shopper, connect them to that product and
then send that information directly to their
phone so they can finish the transaction."
The salespeople know exactly what city and
store a call is coming from, what inventory the
store has, and what promotions are going on to
provide a richer shopper experience. Retailers,
meanwhile, can see who interacted with the
display and how the experience progressed,
as well as get access to broader analytics from
Dell's cross-device intelligence.
The manufacturer says the display's value is
the Dell expert fulfilling the sales associate role,
yet the manufacturer is not opposed to placing
someone else behind the screen.
"We have not gone live with any retailers yet
but are talking to some about other options,



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
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Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
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