Where is it? Retailers Trialling in-store Wayfinding Apps

In the UK, several retailers have launched tests with apps that show the in-store path to a desired product. Marks & Spencer uses a tool developed by start-up Dent Reality. When users enter a product, they follow an on-screen path to its shelf location.

In addition, users can enter a full shopping list and the app will calculate the optimum route between items. The tool uses augmented reality, when the phone is held up it shows markers and points to a product on the shelf. When the phone is held down, a compass points which way users should walk to reach it. The retailer wants to improve both the customer’s in-store experience and its online order picker efficiency. If the trials are successful, the app will most likely be integrated into the Marks & Spencer app.

Asda is also trialling a wayfinding app. The in-store service was developed with US company Goodmaps. The technology should make it easier for blind and partially sighted people to navigate their way around the store. The app can pinpoint the user’s location to within a meter of accuracy and then it communicates directions to an object or area via audio, enlarged visual, and touch commands. Shoppers will be able to search for key landmarks within the store such as the pharmacy, bathrooms, and tills, but the app can also be used to search for specific goods on the shelves with the aim being to guide the customer as close as possible to the item they are looking for. Although the app has an obvious benefit to disabled shoppers, the usability of the app is not limited to those whom are blind or partially sighted only.