NRF Big Show 2011 -- Part 1
- by David Dorf
When Apple decided to open retail stores, they came to 360Commerce (now part of Oracle Retail) to help with the secret project. Similarly, when Disney Stores decided to reinvent itself, they also came to us for their POS system. In both cases visiting a store is an experience where sales take a backseat to entertainment, exploration, and engagement This quote from a recent Stores Magazine article says it all:
"We compete based on an experience, emotion and immersion like Disney," says Neal Lassila, vice president of global information technology for Disney. "That's opposed to [competing] on price and hawking a doll for $19.99. There is no sales pressure technique." Instead, it's about delivering "a great time."
While you're attending the NRF conference in New York next week, you'll definitely want to stop by the new 20,000 square-foot Disney store in Times Square. If you're not attending, you can always check out the videos to get a feel for the stores' vibe.
This year we've invited Disney Stores to open a pop-up store within the Oracle Retail booth. There will be lots of items on sale that fit in your suitcase, and there's no better way to demonstrate our POS, including the mobile POS running on an iPod Touch. You should also plan to attend Tuesday morning's super-session The Magic of the Disney Store: An Immersive Retail Experience with Steve Finney.
In the case of Apple and Disney, less POS is actually a good thing. In both cases it was important to make the checkout process fast and easy so as not to detract from the overall experience. There will be ample opportunities to see this play out in New York next week, so I hope you take advantage.
