Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Unmanned Store DS Book
Unmanned Store DS Book
STORE-DS
Shopping Solutions and Smart Staff
Care Delivery Shelf Design Based on the
Background of Hi-tech Parks
DELIVERY
SHELF
POLITECNICO DI MILANO
SCUOLA DEL DESIGN
A.A 2014/2015
Relatore: Venanzio Arquilla
Su Xizi
Matricola: 840445
Abstract Italiano 005
ABSTRACT It.
ABSTRACT Eng.
INTRODUCTION
CONTENT
005 ABSTRACT
009 INTRODUCTION
BACKGROUND
Government support on
026 science and technology
innovation
O2O - A trillion-dollar
030
012 opportunity
SHOPPING MODES
N O W A D AY S
UNMANNED STORE
Cashier-free convenience
056
store - GuoXiaoMei
PROJECT BRIEF
Design background
Case study
070 Amazon Go
084 Personas
PROJECT
"DS" UNMANNED STORE
097 Storyboard
108 Mindmap
Unmanned Store - DS
11 2
Management System Solution
11 6 Information structure
11 8 App prototype
122 Sketches
015
126 Rendering
THANKS TO
APPENDIX
BIBLIOGRAPHY
INDEX OF IMAGES
INDEX OF CHARTS
017
BACKGROUND
Government support on
science and technology
innovation
O2O - A trillion-dollar
opportunity
018
THE WORLD'S
FA C TO RY - C H I N A
Question: What do Lightening McQueen, a Nike sneaker and an iPad have in common? Answer:
China. Chinese products seem to be everywhere: the majority of tags, labels and stickers display
the legend “Made in China.” The Western consumer may ask, “why is everything made in China?”
Some may think the ubiquity of Chinese products is due to the abundance of cheap Chinese labor
that brings down the production costs, but there is much more to it. Here are five reasons China is
"the world's factory.”
Lower Wages
China is home to approximately 1.35 billion people, which makes it the most populous country in
the world. The law of supply and demand tells us that since the supply of workers is greater than
the demand for low-wage workers, wages stay low. Moreover, the majority of Chinese were rural
and lower-middle-class or poor and until the late 20th century when internal migration turned the
country's rural-urban distribution upside-down. Immigrants to industrial cities are willing to work
many shifts for low wages.
China doesn’t follow (not strictly at least) laws related to child labor or minimum wages, which are
019
more widely observed in the West. However, this situation may change. According to the China
Labour Bulletin, from 2009 to 2014 minimum wages have almost doubled in mainland China.
Shanghai’s minimum hourly rate is now up to 17 yuan ($2.78) per hour or 1,820 yuan ($297.15) a
month. In Shenzhen the rate is 1,808 yuan per month ($295.19) and 16.50 yuan ($2.69) per hour
based on an exchange rate of 1 yuan = $0.16. The huge labor pool in China helps to produce
in bulk, accommodate any seasonal industry requirement, and even cater to sudden rises in the
demand schedule. (For more, see: Do Cheap Imported Goods Cost Americans Jobs?)
Business Ecosystem
Industrial production does not take place in isolation, but rather relies on networks of suppliers,
component manufacturers, distributors, government agencies and customers who are all involved in
the process of production through competition and cooperation. The business ecosystem in China
has evolved quite a lot in the last thirty years. For example Shenzhen, a city bordering Hong Kong
in the south-east, has evolved as a hub for the electronics industry. It has a cultivated an ecosystem
to support the manufacturing supply chain, including component manufacturers, low cost workers, a
technical workforce, assembly suppliers and customers.
020
For example, American companies like Apple Inc. (AAPL AAPL Apple Inc 172.98 -0.64%) take
advantages of supply chain efficiencies in the Mainland to keep costs low and margins high.
Foxconn (the main company which manufactures Apple products) has multiple suppliers and
manufactures of components that are at nearby locations, and it would be economically unfeasible
to take the components to U.S. to assemble the final product. (For more, see: China’s Economic
Indicators.)
Lesser Compliance
Manufacturers in the West are expected to comply with certain basic guidelines with regards to
child labor, involuntary labor, health and safety norms, wage and hour laws, and protection of the
environment. Chinese factories are known for not following most of these laws and guidelines, even
in a permissive regulatory environment. Chinese factories employ child labor, have long shift hours
and the workers are not provided with compensation insurance. Some factories even have policies
where the workers are paid once a year, a strategy to keep them from quitting before the year is out.
Environmental protection laws are routinely ignored, thus Chinese factories cut down on waste
The World's Factory - China 021
management costs. According to a World Bank report in 2013, sixteen of the world’s top twentymost
polluted cities are in China. (For more, see: Boom or Bust? The End of China's One-Child Policy.)
The export tax rebate policy was initiated in 1985 by China as a way to boost the competitiveness
of its exports by abolishing double taxation on exported goods. Exported goods are subject to
zero percent value added tax (VAT), meaning they enjoy a VAT exemption or rebate policy. On
the other hand, the U.S. doesn’t have a VAT and import taxes are only applicable to certain goods
like tobacco and alcohol. Consumer products from China are exempted from any import taxes.
Lower tax rates help to keep the cost of production low. (For more, see: Top 6 Factors That Drive
Investment In China.)
Currency
022
China has been accused of artificially depressing the value of the yuan to provide an edge for
its exports against similar goods produced by a U.S. competitor. The yuan was estimated to be
undervalued by 30% against the dollar in late 2005. The Chinese yuan has, however, been steadily
increasing in value against the dollar over the past few years. According to the Bank for International
Settlements, the real appreciation of the yuan between the end of 2011 and March 2014 was about
7%. China keeps a check on the appreciation of yuan by buying dollars and selling yuan, a practice
that has swelled Chinese foreign exchange reserves to approximately $4 trillion. (See: Why China's
Currency Tangos With The USD.)
In the recent times, pundits have wondered if China will lose its spot as "the world's factory” as
emerging economies offering cheap labor and rising wages dull China's competitive edge. The
availability of cheap labor is just one of the many factors that have made China a manufacturing
hub, however, and it will take more than cutthroat desire for emerging economies to set up a
1. Prableen Bajpai, business ecosystem that can compete with China's. For some time to come, China will be "the world
CFA (ICFAI), "Why
China Is The World's
factory” with its low production costs, huge labor pool, vast talent base and business ecosystem.[1]
Factory"
Transition from World's Factory to Innovation Hub 023
TRANSITION FROM
W O R L D ' S FA C TO RY TO
I N N O VAT I O N H U B
The Chinese like to remind people that they are to thank for a great many inventions, including
gunpowder, the compass, printing and paper making. Today, we'd probably refer to them as
'disruptive technologies' as they fundamentally transformed the way things were done. The reason
that China is so keen to remind the world of its incredible creativity of the past is its lack lustre
present-day performance.
These days, it is common for China-watchers to ask if the country can innovate as it transforms from
the world's factory to a nation based on developing cutting edge science and technology? Some
leading Western business people don't think the Chinese can do it.
So can the Chinese innovate? Dr Hsiao-Wuen Hon, chairman of Microsoft's Asia-Pacific R&D group
certainly thinks so. "People still question this today? With the success of BAT?" (BAT refers to the
three Chinese internet giants Baidu, Alibaba and Tencent).
Wuen Hon says the fact that so many multinationals, including Microsoft, set up their R&D centres
in China is clear evidence that Chinese scientists and engineers can innovate.
024
"We invest in 3,000 people here. We contribute a lot to the development of Microsoft's global
products. If we don't contribute anything in terms of innovation, why should the company invest
in China? It would be totally unthinkable," he told Business Spectator. "I can say that for all the
multinational companies based here in China."
Hon, an internationally recognised expert in speech technology, says the idea that Chinese
companies simply copy Western technology and business models is out of date."Now, it is no longer
true. I see some of the innovations for the first time in China. China absolutely has first-rate stuff to
show the world, I would even say, in some areas, it leads the world," he says.
The veteran computer scientist says that Chinese companies are particularly good at combining,
integrating and improving business models, processes and technology. A recent report by McKinsey
Global Institute, titled The China Effect on Global Innovation, supports Hon's take.
The report finds China is now taking the global lead in two areas of innovation, namely in improving
consumer products and in improving manufacturing processes. To take Tencent as an example, its
average revenue per user was $US16 in 2014, $US10 more than Facebook.
025
The Chinese computing giant generates most of its revenue from online gaming.Hon also identifies
two areas where the Chinese are overtaking the US: mobile internet and mobile payment. He
noted: "In terms of mobile payment, more innovation will come from China."According to Hon, Mark
Zuckerberg, the founder of Facebook, is taking hints from Chinese internet giants in terms of mobile
payment. There you go, a Silicon Valley giant learning from a Chinese upstart, something no one
could imagine just a few years ago.
China's sheer number of consumers also help their companies to thrive. Chinese consumers
are ready adopters of smart phones, social media and e-commerce. "That part I have so much
confidence in, because if you look at China in terms of mobile internet usage, it is far more than
anywhere else in the world. So they have an environment that is better than anyone else," he says.
"If you look at the companies that generate the most wealth, it is the ones that combine technology
with better business process and models," he said. "Uber is that type of innovation."
If you are looking for signs of positive development in the world's second largest economy, the
ability and enthusiasm to innovate is a good place to start.[2] 2. Chinlingo - "China
undergoing transition
from world’s factory to
innovation hub".
026
GOVERNMENT SUPPORT ON
SCIENCE AND TECHNOLOGY
I N N O VAT I O N
The State Council issued a national scientific and technological innovation plan in a bid to build
China into an innovative country and a scientific and technological power.As the world’s second-
largest economy undergoes economic transition for further development, technology innovation
has never been more significant, the plan said. Based on the idea that innovation is the prime
development driving force, the plan is a blueprint designed for technological innovation development
during the period of the 13th Five-Year Plan (2016-2020).
The plan aims to substantially improve China’s technology and innovation capabilities, and lift
the country’s comprehensive innovation capabilities into the world’s top 15.China has witnessed
major developments in technology improvements, such as manned space flights and lunar
probes, manned deep-sea submersible, deep earth exploration, super computers and quantum
communication.
Some figures provide evidence of the nation’s efforts and development in technological innovation.
In 2015, nationwide expenditure on scientific research and experiments totaled 1.42 trillion yuan
($213.4 billion); it accounted for the world’s second largest number of published international
science and technology papers; and the national comprehensive innovation capabilities ranked 18th
027
in the world.
In addition, the contribution rate of technology to economic growth increased from 20.9 percent in
2010 to 55.3 percent in 2015.
The plan urged to play the key leading role of scientific and technological innovation in uplifting
the industries to the medium- and high-end, developing new growth drivers, expanding new
development space, improving development quality and efficiency.
The plan called efforts to accelerate the implementation of major national scientific and technological
projects and launch the scientific and technological innovation 2030 project.
The plan also said China should take the lead in organizing international big science plans and
programs and strive to lead the world science direction in more advanced basic fields and make
breakthroughs in more strategic fields.
The plan also called for the building of the innovation bases led by national laboratories and
cultivation of world class scientists and technological talents.
The country should support Beijing and Shanghai to build scientific and technological innovation
centers with international clout, set up a batch of innovative provinces and cities and regional
innovation centers, promote the innovative development of national innovation demonstration zones
as well as new and hi-tech development zones, according to the plan.
The plan also urged the building of a Belt and Road innovation community aiming to improve
the country’s ability in allocation of global innovation resources and fully participate in the global
innovation governance.
Furthermore, efforts will be made to further promote mass entrepreneurship and innovation, reform
science and technology systems, improve social scientific literacy, and strengthen science
Government Support 029
The plan also urged to clear systematic barriers hampering innovation and the transformation of
scientific and technological achievements.
To ensure effective implementation of the plan, efforts will be made to strengthen legal protection on
innovation, improve inclusive and supporting policy system, implement intellectual property rights
strategies, advance technology standard strategies, and enhance policy coordination, according to
the State Council.[3]
3. English.gov.
cn - "China to
boost scientific
and technological
innovation". Aug 8,2016
030
O2O - A TRILLION-DOLLAR
OPPORTUNITY
Online to offline ("O2O") commerce is all the buzz right now. Last year, when Alibaba invested over $3
billion in the technology, the media took note and journalists around the world began discussing the
future of the O2O industry in Asia and abroad.
Equipped with O2O tools and services, business owners would have an unprecedented level of
accuracy in their online marketing and, for the first time ever, would be able to reliably determine
ROI from online advertising. Until recently, that technological ability simply did not exist.
Online advertising has innovated remarkably little in the past decade, causing many business
owners who want higher conversion rates, better analytics, and better customer targeting to grow
frustrated. O2O tracking platforms are the next step forward in an industry that has been lagging
behind for years.
According to Jon Carder, CEO of O2O network Empyr, whose mission is to bridge the gap between
online and offline commerce, thinks the opportunity is a big one. A trillion dollars to be exact. Later,
Carder wrote a blog post titled "The Formula to Create a Trillion Dollar Industry" that detailed the
specifics of how the industry could be built up in a very short amount of time.
031
Trillion-dollar opportunity?
An article in TechCrunch called O2O commerce a "trillion dollar opportunity." They calculated that
the average American earns around $40,000 annually and the average e-commerce shopper
spends $1,000 per year online. Apart from taxes, where does the rest of the $39,000 go? It goes
to the offline economy: grocery stores, real estate, car dealerships, restaurants, etc. Bridging the
gap allows businesses to actively compete for that commerce using online advertising. In a recent
blog post, Carder outlines the additional steps needed to capitalize on this potentially trillion-dollar
opportunity.
032
Small-business disappointment.
When the Chamber of Commerce ran a survey of small-business owners to better understand
their marketing strategies, the data showed that when asked which marketing channels were most
effective, "only 3 percent found PayPerClick (PPC)" to be an effective lead generation tool. This
is likely because PPC platforms are difficult to set up and often do not offer reliable or easy to
understand analytics.
Solutions out there offer advertisers guaranteed ROI on ad spending and small-business-friendly
platforms will continue to grow in popularity as online marketing becomes a must for local business
owners.
making that capture possible, which is an enormous win for advertisers.While buzzwords come
and go, the idea behind O2O commerce is here to stay. Despite recent advancements made by
companies, the technology has yet to perfectly align with consumer shopping trends and the needs
of business owners. The trillion-dollar problem still lacks a perfect solution, but entrepreneurs are
rapidly solving that mystery.
As the loop between online and offline commerce closes, business owners, advertisers, and, most
importantly, consumers are well positioned for a win-win-win.[4]
4. John Rampton,
"Why O2O Commerce
Is a Trillion-Dollar
Opportunity".
034
035
SHOPPING MODES
N O W A D AY S
ONLINE SHOPPING
product's availability and pricing at different e-retailers. As of 2016, customers can shop online using
a range of different computers and devices, including desktop computers, laptops, tablet computers
and smartphones.
An online shop evokes the physical analogy of buying products or services at a regular "bricks-
and-mortar" retailer or shopping center; the process is called business-to-consumer (B2C) online
shopping. When an online store is set up to enable businesses to buy from another businesses,
the process is called business-to-business (B2B) online shopping. A typical online store enables
the customer to browse the firm's range of products and services, view photos or images of the
products, along with information about the product specifications, features and prices.
Online stores typically enable shoppers to use "search" features to find specific models, brands or
items. Online customers must have access to the Internet and a valid method of payment in order to
complete a transaction, such as a credit card, an Interac-enabled debit card, or a service
038
such as PayPal. For physical products (e.g., paperback books or clothes), the e-tailer ships the
products to the customer; for digital products, such as digital audio files of songs or software, the
e-tailer typically sends the file to the customer over the Internet. The largest of these online retailing
corporations are Alibaba, Amazon.com, and eBay.
Terminology
Alternative names for the activity are "e-tailing", a shortened form of "electronic retail" or
"e-shopping", a shortened form of "electronic shopping". An online store may also be called an
e-web-store, e-shop, e-store, Internet shop, web-shop, web-store, online store, online storefront
and virtual store. Mobile commerce (or m-commerce) describes purchasing from an online retailer's
mobile device-optimized website or software application ("app"). These websites or apps are
designed to enable customers to browse through a companies' products and services on tablet
computers and smartphones.
The growth of the internet as a secure shopping channel has developed since 1994, with the first
Online Shopping 039
sales of Sting album 'Ten Summoner's Tales'. Wine, chocolates and flowers soon followed and were
among the pioneering retail categories which fueled the growth of online shopping. Researchers
found that having products that are appropriate for e-commerce was a key indicator of Internet
success. Many of these products did well as they are generic products which shoppers didn't need
to touch and feel in order to buy. But also importantly in the early days there were few shoppers
online and they were from a narrow segment: affluent, male, 30+. Online shopping has come along
way since these early days and -in the UK- accounts for significant percents (depending on product
category as percentages can vary).
As the revenues from online sales continued to grow significantly researchers identified different
types of online shoppers, Rohm & Swaninathan identified four categories and named them
"convenience shoppers, variety seekers, balanced buyers, and store-oriented shoppers". They
focused on shopping motivations and found that the variety of products available and the perceived
convenience of the buying online experience were significant motivating factors. This was different
for offline shoppers, who were more motivated by time saving and recreational motives.
040
videotex technology. These systems which also provided voice response and handprint processing
pre-date the Internet and the World Wide Web, the IBM PC, and Microsoft MS-DOS, and were
installed mainly in the UK by large corporations.
International statistics
Statistics show that in 2012, Asia-Pacific increased their international sales over 30% giving them
over $433 billion in revenue. That is a $69 billion difference between the U.S. revenue of $364.66
billion. It is estimated that Asia-Pacific will increase by another 30% in the year 2013 putting them
ahead by more than one-third of all global ecommerce sales. The largest online shopping day in the
world is Singles Day, with sales just in Alibaba's sites at US$9.3 billion in 2014.
Customers
Online customers must have access to the Internet and a valid method of payment in order to
042
complete a transaction. Generally, higher levels of education and personal income correspond to
more favorable perceptions of shopping online. Increased exposure to technology also increases
the probability of developing favorable attitudes towards new shopping channels.
The marketing around the digital environment, customer's buying behaviour may not be influenced
and controlled by the brand and firm, when they make a buying decision that might concern the
interactions with search engine, recommendations, online reviews and other information. With
the quickly separate of the digital devices environment, people are more likely to use their mobile
phones, computers, tablets and other digital devices to gather information. In other words, the digital
environment has a growing effect on consumer's mind and buying behaviour. In an online shopping
environment, interactive decision may have an influence on aid customer decision making. Each
customer is becoming more interactive, and though online reviews customers can influence other
potential buyers' behaviors.
Online Shopping 043
Subsequently, risk and trust would also are two important factors affecting people's' behavior in
digital environments. Customer consider to switch between e-channels, because they are mainly
influence by the comparison with offline shopping, involving growth of security, financial and
performance-risks In other words, a customer shopping online that they may receive more risk than
people shopping in stores. There are three factors may influence people to do the buying decision,
firstly, people cannot examine whether the product satisfy their needs and wants before they receive
it. Secondly, customer may concern at after-sale services. Finally, customer may afraid that they
cannot fully understand the language used in e-sales. Based on those factors customer perceive
risk may as a significantly reason influence the online purchasing behaviour.
Online retailers has place much emphasis on customer trust aspect, trust is another way driving
customer's behaviour in digital environment, which can depend on customer's attitude and
expectation. Indeed, the company's products design or ideas can not met customer's expectations.
Customer's purchase intension based on rational expectations, and additionally impacts on
emotional trust. Moreover, those expectations can be also establish on the product information and
revision from others.
044
Product selection
Consumers find a product of interest by visiting the website of the retailer directly or by searching
among alternative vendors using a shopping search engine. Once a particular product has been
found on the website of the seller, most online retailers use shopping cart software to allow the
consumer to accumulate multiple items and to adjust quantities, like filling a physical shopping
cart or basket in a conventional store. A "checkout" process follows (continuing the physical-store
analogy) in which payment and delivery information is collected, if necessary. Some stores allow
consumers to sign up for a permanent online account so that some or all of this information only
needs to be entered once. The consumer often receives an e-mail confirmation once the transaction
is complete. Less sophisticated stores may rely on consumers to phone or e-mail their orders
(although full credit card numbers, expiry date, and Card Security Code, or bank account and
routing number should not be accepted by e-mail, for reasons of security).
Simple shopping cart systems allow the off-line administration of products and categories. The shop
is then generated as HTML files and graphics that can be uploaded to a webspace. The systems
do not use an online database. A high-end solution can be bought or rented as a stand-alone
program or as an addition to an enterprise resource planning program. It is usually installed on the
company's web server and may integrate into the existing supply chain so that ordering, payment,
delivery, accounting and warehousing can be automated to a large extent. Other solutions allow the
user to register and create an online shop on a portal that hosts multiple shops simultaneously from
one back office. Examples are Big Commerce, Shopify and FlickRocket. Open source shopping
cart packages include advanced platforms such as Interchange, and off-the-shelf solutions such
as Magento, osCommerce, Shopgate, PrestaShop, and Zen Cart. Commercial systems can also
be tailored so the shop does not have to be created from scratch. By using an existing framework,
software modules for various functionalities required by a web shop can be adapted and combined.
Design
046
Customers are attracted to online shopping not only because of high levels of convenience, but also
because of broader selections, competitive pricing, and greater access to information. Business
organizations seek to offer online shopping not only because it is of much lower cost compared
to bricks and mortar stores, but also because it offers access to a worldwide market, increases
customer value, and builds sustainable capabilities.
Advantages
Convenience
Online stores are usually available 24 hours a day, and many consumers in Western countries have
Internet access both at work and at home. Other establishments such as Internet cafes, community
centers and schools provide internet access as well. In contrast, visiting a conventional retail store
requires travel or commuting and costs such as gas, parking, or bus tickets, and must typically take
place during business hours. Delivery was always a problem which affected the convenience of
online shopping. However to overcome this many retailers including online retailers in Taiwan
Online Shopping - Advantages 047
brought in a store pick up service. This now meant that customers could purchase goods online
and pick them up at a nearby convenience store, making online shopping more advantageous to
customers. In the event of a problem with the item (e.g., the product was not what the consumer
ordered or the product was not satisfactory), consumers are concerned with the ease of returning
an item in exchange for the correct product or a refund. Consumers may need to contact the
retailer, visit the post office and pay return shipping, and then wait for a replacement or refund.
Some online companies have more generous return policies to compensate for the traditional
advantage of physical stores. For example, the online shoe retailer Zappos.com includes labels
for free return shipping, and does not charge a restocking fee, even for returns which are not the
result of merchant error. (Note: In the United Kingdom, online shops are prohibited from charging
a restocking fee if the consumer cancels their order in accordance with the Consumer Protection
(Distance Selling) Act 2000).
Online stores must describe products for sale with text, photos, and multimedia files, whereas in
a physical retail store, the actual product and the manufacturer's packaging will be available for
direct inspection (which might involve a test drive, fitting, or other experimentation). Some online
stores provide or link to supplemental product information, such as instructions, safety procedures,
demonstrations, or manufacturer specifications. Some provide background information, advice, or
how-to guides designed to help consumers decide which product to buy. Some stores even allow
customers to comment or rate their items. There are also dedicated review sites that host user
reviews for different products. Reviews and even some blogs give customers the option of shopping
for cheaper purchases from all over the world without having to depend on local retailers. In a
conventional retail store, clerks are generally available to answer questions. Some online stores
have real-time chat features, but most rely on e-mails or phone calls to handle customer questions.
Even if an online store is open 24 hours a day, seven days a week, the customer service team may
only be available during regular business hours.
One advantage of shopping online is being able to quickly seek out deals for items or services
provided by many different vendors (though some local search engines do exist to help consumers
locate products for sale in nearby stores). Search engines, online price comparison services and
discovery shopping engines can be used to look up sellers of a particular product or service.
Shipping costs (if applicable) reduce the price advantage of online merchandise, though depending
on the jurisdiction, a lack of sales tax may compensate for this. Shipping a small number of items,
especially from another country, is much more expensive than making the larger shipments bricks-
and-mortar retailers order. Some retailers (especially those selling small, high-value items like
electronics) offer free shipping on sufficiently large orders. Another major advantage for retailers is
the ability to rapidly switch suppliers and vendors without disrupting users' shopping experience.[5]
5. Kishor Nivrutti
Jagtap, "“E-Commerce
– Use Of Its Common
Application– Online
Shopping". (Smt. C.
K. Goyal Arts and
Commerce College,
Dapodi, Pune, Dec 06,
2016)
050
NEW SHOPPING
MODE
The new flagship store, located in Milan’s University area of Bicocca, provides a welcoming,
innovative and informative shopping environment. It merges the physical and digital to recreate the
atmosphere of local open-air markets, combined with innovative digital solutions that provide useful
product information, while improving store navigation.
Accenture helped Coop to completely redesign the supermarket’s information architecture. Working
with Avanade, a joint venture company between Accenture and Microsoft, Accenture helped
implement the IT infrastructure, and analyze and develop point-of-sale touch points. The result is a
modular and flexible solution, underpinned by a Microsoft Azure cloud-based platform that can be
easily scaled to a large number of stores.
051
“Following the great success and positive feedback we received when we showcased the
Supermarket of the Future concept at Expo Milano 2015, we got straight to work to make our vision
a reality,” said Marco Pedroni, President of Coop Italia. “Using their digital expertise, Accenture and
Avanade have helped us redesign the grocery shopping experience through a digital journey that
meets customer demand for information, engagement and functionality in a simple and intuitive
way.”
The customer experience is enabled by the implementation of interactive food display tables and
smart shelves to make shopping more relevant and personalized by providing customers with a
range of product information. The project incorporates a series of technical solutions originally
developed by Accenture for COOP at Expo Milano 2015, based on designs by MIT professor and
head of Carlo Ratti Association, Carlo Ratti, the Supermarket of the Future includes:
1. Interactive tables: Products are exhibited in the supermarket on large interactive tables where
a simple movement of the hand shows augmented information about the product on a monitor,
including its origins, nutritional facts, the presence of allergens, waste disposal instructions,
correlated products and promotions. This augmented experience is made possible by Microsoft
052 Supermarket of the future - COOP
Kinect sensors that use body detection to interpret the customer’s gestures.
2. Vertical shelving: In the new store the traditional layout of the shelving has been rethought and
associated with a touch application, which enables the customer to navigate through the product
categories, to filter and search for most suitable products, discover promotions, view detailed
product information. The result is an augmented label that gives the customer deeper insight into
the product they are purchasing.
3. Real Time Data Visualization: During the journey through the store, the customer can take a
look at a large real-time data visualization screen showing content including: Coop’s brand values,
special daily offerings and cooking suggestions, social media information including posts on Coop’s
Facebook account, top selling products and promotions for each category, facilitating an additional
interaction point with the shoppers.
“Through Coop’s Supermarket of the Future, we are bringing to life how the physical and the digital
6. Accenture News, are capable of converging to create an engaging and immersive grocery shopping experience,” said
"Milkman and Coop
Alberto Pozzi, managing director in Accenture’s Retail Practice in Italy. "Coop is shaping the future
Alleanza 3.0 Come
Together for the Future of supermarkets by combining hyper personalization, deep product information and connected
of Online Grocery
devices in-line with customer buying journeys. We are looking forward to continued collaboration
Retail" (Milan, February
27, 2017) and bringing future innovation straight into the hands of Coop’s customers."[6]
053
054
055
UNMANNED STORE
Cashier-free convenience
store - GuoXiaoMei
N E W R E TA I L
- JACK MA
GUOXIAOMEI
CASHIER-FREE CONVENIENCE STORE
Chinese venture capital firm IDG Capital has led a series A round in
Guoxiaomei, a cashier-free convenience store operator that places
snack bars in corporate offices. Financing details were not disclosed, but
IDG has likely invested tens of millions of RMB in the start-up, including
in an earlier pre-A round completed last month.
“The theme of New Retail is one of the most important focuses of IDG,”
said Lou Jun, chairman of IDG Capital, in a company announcement.
“What Guoxiaomei offers is like placing a convenience shop right in an
office, so goods are much closer to consumers.”
O F F I C E R E TA I L
A HUGE AND GROWING ECONOMY
With the development of the Internet and the increasing demand of consumers for shopping
convenience, the retail pattern in China is undergoing profound changes. Unattended retail is
changing the retail pattern and retail landscape of the entire market, connecting smart devices
to e-commerce on the one hand and saving space and labor costs on the other, taking the lead
in the current retail industry. In 2017, the transaction volume of unmanned retail stores in China
is estimated to reach 10 billion yuan. In the next five years, unmanned retail stores will usher in
eruptions. By 2022, the market turnover will be close to 1 trillion yuan, and the user size will reach
2022 , Unmanned retail store users up to 240 million people.[9]
Unmanned shelves are unmanned retail derived from the new format. Unmanned shelves are
mainly set in the office space, consumers pick up the goods and scan the two-dimensional code to
pay on the shelves, the typical representative, including aphrodisiac, snacks e home, with snacks
and so on. Compared to vending machines, unmanned shelves low cost, generally no resident rent,
the disadvantage is the loss rate is difficult to control. As of the end of September 2017, at least 16
unmanned shelves have been invested, the highest reached 330 million yuan, the total financing of
9. China Industry
Business Institute, more than 2.5 billion yuan. Although many inbound suspects that "this is a loss-making business"
"2017 China Unmanned
during the period, the amount of financing that has been repeatedly refreshed makes it a dark horse
Shelves Market
Research Report". under the new retail market and becomes a new outlet after charging the treasure and sharing the
061
bicycle.
China Industrial Research Institute released the 2017 edition of China's unmanned shelves market
research and investment prospects research report by veteran experts and researchers through
thorough market research, the National Bureau of Statistics, government departments and agencies
released the latest authoritative data, and a number of Based on in-depth interviews with senior
industry experts, they are written through tools, theories and models of relevant market research.
This report provides a detailed exposition and in-depth analysis of the current status of the retail
industry, the development environment of the unmanned shelves industry, the current market
conditions, business models, and operating enterprises. Based on the development of the industry,
the report provides future development trends and investment opportunities Cautious judgments
for unmanned shelf project investors looking for new investment opportunities for enterprises to
understand unmanned shelves, invest in the field to provide decision-making reference.
063
4.1
PROJECT BRIEF
- DESIGN BACKGROUND
Company Netease
Design Aim
064
NetEase
KaoLa Netease
Canteen Netease
Map NetEase Hi-tech Park 067
Design Aim
4.2
PROJECT BRIEF
- CASE STUDY
Amazon Go
Honesty Store
In its report on the opening the Wall Street Journal reported that
this first location was one of at least three Amazon planned to
open, each of which was in a different format. In October 2016
the Business Insider reported they had seen internal Amazon
documents that described Amazon opening up as many as 2000
stores, over the next ten years. Amazon spokesmen refuted
the reports of 2000 stores, insisting they were still learning. The
Business Insider predicted that Amazon was likely to open only
twenty or so stores, during the next two years.
The Verge reported this first store was scheduled to open to the
public in early January 2017; its December 2016 opening was
a Beta version for Amazon employees only. The first store was
only 1800 square feet, the size of a corner convenience store.
The other test stores will be larger. As of October 2017, the store
has yet to open due to issues with the technology tracking over
twenty people at one time.
Self-service shopping
consciously pay, no
regulatory measures.
077
Honesty store just like the normal ones. But the honesty store
has no one to supervise. To pay or not to pay, is all by self-
conscious. Customer choose their items, and pay the items by
themselves. During the buying process, there’s no any regulatory
equipments or supervisors.
Pepper Robot.
Initially, the council hopes that Pepper will be used for community
engagement, awareness raising, and to facilitate reminiscence
activities. During his own demonstration, Pepper displays video
clips of the 1966 World Cup final and the Moon landings on his
built-in Android screen.
Yepa robot.
Self-driving home
delivery system.
085
YAPE produces a digital map of the city with the help of sensors
in the form of video cameras and lasers. These are able to
interact with sensors that are already installed throughout the city
such as those placed near traffic lights for monitoring purposes.
This constantly updated digital representation of the city allows
086
4.3
PROJECT BRIEF
- USER EXPIERENCE DESIGN
Personas
User Journey
Expects
1. Please offer lots kinds of Common used social Apps
snacks in the unmanned store,
and if possible I would like to
have someone buy snacks for
me when I do not want to leave
my seat.
2. I want have the fasion drinks. Favorite snack & drink brands
Like Starbucks, Heytea &
Yidiandian in recent times.
USER
" I am new here in Netease Hi-tech
park, as a programmer girl, I'm not
only good at codes but also like fasion
things.
· Huawei mate 9 pro
· Ipad mini 4.
Abby Xu
26, Programmer Netease
HangZhou, ZheJiang
Hesitations
" Will this system be simple
WANTS
to use? Do I need some extra
training? Should I think a
lot when I use it? Is it smart · Unmanned store can lighten my work
pression.
enough to run this unmanned
store well?" · Offers more informations about
customers' preference.
· Smart system to communicate with
suppliers.
· More profits.
Expects
C
1. Hope the system be simple
to use.
Common used social Apps
2.The system should be smart
enough to guide my work, so
that there will not be so many
decisions I should make.
CLIENT
" Hello there, I'm a staff of Hi-tech Park
support department. I'd like to create
better enviroment for Hi-tech Park with
effcient working methods.
Vincent Yang
28, Support Crew Netease
HangZhou, ZheJiang
094
Expects of
Staff
Expects of
Support Crew
USER GOALS Buy breakfast in other place quickly. Want fruit after meal.
EXPERIENCE
Sometimes you have no time to get breakfast in Everyday an apple keeps doctors away.
canteen, and you got no where to buy other foods No where in Hi-tech park can buy fruits.
PROBLEMS or snacks too. Hi-tech park is too far from center
city so there's few supermarket or stores nearby.
Find a way to offer substitute foods/snacks/break- Hi-tech park can set a fruit selling point near
IDEAS fasts to the staffs. canteen.
DURING WORK DINNER
Change working mood and find some snacks for Buy something to eat when I didn't have a good
my poor greedy tummy meal.
Buffet drinks has limited drinking kinds. No where else in Hi-tech park can offer some extra
Coin machine can not offer the snacks we like and it gets breakdown sometimes. food.
S TA F F E X P E C T S
Find a way to offer substitute Hi-tech park can set a fruit Somewhere to go and have
foods/snacks/breakfasts to the selling point near canteen. a drink.
staffs.
099
Expects of
Support Crew
UNMANNED
STORE
100
101
5.1
H I G H - T E C H PA R K " D S "
UNMANNED STORE SOLUTION
"DS" solution
Storyboard
System map
102
UNMANNED STORE-DS
PRODUCT POSITIONING
Each "DS" is a movable shelf, but the difference between "DS" and traditional
shelf is that they do not need a store to be accommodated. Each of them carries
a different snack in their "stomach". When they are "hungry", they just go to the
big storage to "eat". And then keep strolling in the Hi-tech park.
105
(Look on
"DS" face) says:
"No, Not at all."
Hi, could you help
me have a look, is my
face a little dirty?
Really?
Thank you! You
are such a lovely
girl!
Each "DS" has "face ID" sensor, in just one look on its face, it will recognize who
you are, what you like, what's your behaviour! And it will act in different ways to
fit different people's personalities.
106
"DS" records all the information it got when it talks with the staff, so when it sees
the staff again, it will recognize who this is, knows what she likes, and according
to this information, it will act differently.
107
Hey, man!
You got "BaoZi"
right? Could you send
a "BaoZi" to Susi?
The lovely one.
Yeah, sure!
Got that!
When "DS" take a lift, it will communicate directly with the back system. to call
the lift.
109
Hi~~~
I'm here!
If "DS" meet lovers in the Hi-tech parks when they strolling, it will play love
songs for them. Which will offer a romantic environment to this lovers.
111
CANTEEN
Hello~
I got pears!
Oranges
oranges here!
Bello!
Here are
pineapples!
Hi~~~
I got apples!
"DS" will according different occasions to choose a place to go, not just
strolling. For example, the fruits ones will go near to canteen at the end of
the luch time, cause usually staffs want eat fruits after lunch. So it will be
pleased that soon after lunch, they can get a fruit to eat.
112
System map - before & after 113
SYSTEM MAP
BEFORE & AFTER
Informational flow
Food flow
Financial flow
System map - DS 115
Informational flow
Food flow
Financial flow
116
117
5.2
Mind Maps
Unmanned Store - DS
Management System Solution
Information structure
App prototype
118
Mind Map - Unmanned Store - DS 119
120
Mind Map - Management System 121
122
MANAGEMENT
SYSTEM SOLUTION
ABSTRACT
SPECIFIC
MANAGEMENT PLAN
DESCRIPTION
2. Replenishment
3. Suppliers Management
SYSTEM APP
I N F O R M AT I O N S T R U C T U R E
128
App Prototype 129
130
App Prototype 131
132
App Prototype 133
134
App Prototype 135
136
App Prototype 137
138
139
5.3
Sketches
Rendering
Usage visuals
Technical reference
140
141
SKETCHES
142
Rendering 143
144
Appendix 145
146
Bibliography 147
BIBLIOGRAPHY