Global retailers are doing anything to get shoppers (back) into their bricks and mortar stores including creating in-store robots.
Ranging from helping with aisle navigation to product choice and selection, Dr Rebecca Dare from Monash University believes that with some technological ingenuity and improved ‘intelligent’ facial designs, robots can be a successful introduction to the Australian retail market.
“Australians may balk at the thought of engaging with a robot when grocery shopping, but they could deliver a number of positives―including faster product selection, aisle navigation and payment options―which could draw shoppers back to the bricks-and-mortar stores,” she says.
However, it’s important to get the facial features right, especially since 75 per cent of global customers on average want to interact with a real person more as technology improves. This is particularly high among customers in Germany, US and Australia (84, 82 and 81 per cent respectively).
“Further development of in-store robots that encourage human interaction is required before they can have a positive and meaningful impact on retailers and customers.”
Some overseas retail chains ’employed’ in-store robots earlier this year, but communication between customers and robots was challenging and they were ‘fired’ not long after. However, Walmart in the US seems to be having some success, testing a new autonomous robot called ‘Auto-C’ in 78 stores across the country.
The technology will soon be deployed to more than 360 stores. Unlike the previous examples, the ‘Auto-C’ is responsible for scrubbing the floors, allowing Walmart employees to better engage with customers.
Dare says the lack of engagement between robots and humans is due to a misalignment of the robot’s design and job description.
“One key design element is the face of the robot. Looking at the in-store robots available today, such as ‘Tom’, ‘Pepper’, and ‘Paul’, most have been designed with round, friendly, albeit submissive faces.”
Although these types of faces signal kindness and trustworthiness, Dare says that a design of longer and more dominant faces signal competence and intelligence―which is important for the role these robots are being hired to do in retail stores.
Robot developers and retailers also needed to align their technology with customer needs and products to optimise customer engagement and reduce avoidance.
“In addition to the facial shape, in-store robots should connect shoppers with human assistance when required, rather than remove human connection from the shopping experience,” she adds.
