Nōwn POS Delivers What Customers Want Most: Loyalty

We are so fortunate to have crossed paths with Kristin Dorsey, the Director of Marketing and Communications at Nōwn POS, at the recent FashionTech TO event. 

Nōwn POS has developed a technology that has the potential to revolutionize retail through customer loyalty. By enabling its system to recognize all Nown customers and display their name, picture, and purchase history, customers can feel valued, which will in turn enrich their shopping experience. At a time in which everything is fast-paced and efficiency is the ultimate goal, Nōwn POS has found a way to capture a single moment and allow a customer to feel appreciated, while balancing that with efficiency. Indeed, the technology is the result of conversations between Kristin and Nōwn POS’s in-house designer about what merchants and consumers would want from this solution.  They discussed the consumer experience — being able to walk into your favourite coffee shop or retail store and be known, hence the name of the business. In February of 2017, Kristin sat down with the CEO of Nōwn POS to talk about how there should be a focus on personalized customer experience and advocated for a change in the direction and the goal of the company. This narrowed focus has certainly resulted in a notable benefit for consumers. 

 Furthermore, retailers can also benefit from this technology because they can truly know their customers. This can inevitably streamline sales and avoid a one-size-fits-all selling approach. Their technology is a win-win. 

 Of course, all of this came after significant demographic and societal research into how the market operates. While “loyalty programs” have become a common marketing strategy, it is not in the best interest of a business to encourage a customer base that simply wants free rewards. Rather, businesses need to change the behaviour and emotion of their customers, which can be effectively done by remembering a customer’s favourite items and additional details of her profile. Indeed, the majority of the population almost expects this to a certain degree because of innovations like Amazon, which have incorporated this element of personalization into their operations.  

 From a legal perspective, it is important to note that Nōwn POS doesn’t collect invasive personal data (such as a shopper’s home address) but rather collects shopping patterns for the sake of a consumer profile, not a personal one. 

In the same way that Nōwn POS is bridging a gap between an in-person shopping experience with the more personalized online experience, it is important for legal professionals to also bridge a gap between the law and engineering, tech, and fashion, in order to protect helpful technologies like this, especially from the directly applicable privacy regulations. 

 

 

AccessAR: A Pioneer in Online Retail

As one of the many benefits we reaped from attending the Fashion Tech TO event a few weeks ago, we recently had the opportunity to catch up with Chrissy Gow, the Co-founder and CEO of AccessAR. We had the pleasure of seeing Chrissy, along with her Co-founder and CPO, Joscelyn Sevier, perform a demo of their technology at the event. 

AccessAR aims “to foster an environment of creative collaboration where design thinkers and engineers challenge each other to build better solutions.”  In doing this, they have created a SaaS-based augmented reality framework for fashion e-commerce. At this stage, users are able to interact with the product to virtually try on sunglasses, in real-time (taking the user’s lighting and environment into account) and then have a directlink to purchase. This essentially makes one of the most difficult purchases not only easy, but also enjoyable. 

The Founders’ inspiration came from the fact that the first generation of this technology already existed, with the widely used Instagram and Snapchat filters, but this was limited. Indeed, it had not yet been integrated into fashion, or e-commerce, for that matter. It was at this point where the company truly harnessed their mission and created change, allowing technological improvement.

AccessAR is also multifaceted, as it has the potential to assist and disrupt several industries. For example, the technology also allows architects to use its high quality, hyper-realistic, 3D renders. Additionally, next steps include using the technology for jewellery and watches, and enabling high performance web-based experiences.  

As far as the legal world is involved, AccessAR seems well situated and aware of the relevant legal climate with respect to its technology. Nevertheless, there often exists a knowledge gap between the fields of fashion, engineering, and law. As a result, it is imperative upon those in law to understand such applications and be able to clearly predict its high potential. It is at this juncture, where commercialization of the technology offers the highest benefits.

Given AccessAR’s high potential, we are going to follow up with Chrissy by checking out their creative space vis-à-vis a soon-to-be-announced video series. Stay tuned. 

Therapeutic Clothing that Hugs

Sensewear is the newest innovation in smart clothing that is making a social impact. 

Emanuela Corti and Ivan Parati created a collection of smart clothing to address a gap in the fashion-tech industry. Their designs aim to help those affected by sensory processing disorder (SPD). Individuals with SPD, especially those who are on the autism spectrum, have complications with processing everyday stimuli. Hypersensitivity, for example, is a common symptom. Individuals may have an enhanced sensitivity to sounds, smells, and touch. 

 If sensitivity to physical contact is heightened, imagine how the texture of clothing and its stitching and labels can become a source of pain during daily wear. 

Corti and Parati looked for several solutions to this issue including an alternative 3D knitting process and a method that could combine therapeutic objects and clothing. At the core of their collection is a smart t-shirt that collects data on heart rate, breath frequency, and movement. This indicates the wearer's stress level, which will trigger the functions of the other garments. One of these garments is "sensewear for emotional emergencies". It appears to be a scarf, but the individual can also wear it as a pull-over. Once the piece is worn as a pull-over, it uses deep touch pressure (DTP) therapy to mimic a hug. 

Their design has pioneered a new iteration of health technology that can reduce the symptoms of SPD. Health technology in smart clothing is often linked to fitness gear, such as yoga pants that provide haptic feedback to muscles to correct positions. However, this development is a compromise between style and scientific utility. The technology is inconspicuous and allows for a dose of physical therapy during daily activities. The duo hopes to expand their technology into interior design in order to tackle the much larger issue of how to improve the discomfort individuals with SPD feel from overstimulation. 

This post was written by Summer Lewis, first-year law student at Osgoode Hall, Toronto.