The App

Gucci Technologies:

Gucci uses mobile apps called Usher, using Micro Strategy to transform the customer experience by connecting physical and online shopping. There was a live demonstration in Las Vegas in 2014. https://www.youtube.com/watch?v=PhfVFuVprMc

For customers the app is free and it is very easily accessible and so many people will use it. For Gucci the app can be costly however for a luxury brand it is not expensive. It is personalised, new and benefits existing customers and attracts consumers. This technology saves time, provides easy shopping and enhances the shopping experience for the customer. It can help with the stags of Awareness, Persuasion and Decision. This technology is great for Millennials and suits their fast life.

1. Using the app, you can take a picture of the magazine advertising Gucci products and it will instantly recognise it and put all the products in the magazine on the app and you can put it on your Wish list. This doesn’t require any scanning of barcodes instead it is using the image itself.

2. Each customer has their own account on the app, including their age, name, gender, image and other details. Each app has an individual bar code, which allows the staff at Gucci to access every consumer’s details including their image so that they can recognise them. And so, every time a consumer arrives the staffs is informed straight away, with the time they arrive and how long they have spent in store. It also allows access to their wish list so that when the consumer asks for help they can view the Wish list and make suggestions accordingly.

3. In store, Gucci offer digital displays of models through videos, which the consumer can interact by simply touching the video. From this the consumer can see the products the models are wearing and using the barcode provided at the side of the screen the consumers can get the same video on their app. Know the video and the app are linked the consumer can drag any items from the video into the Wish list and as it is connected to their app the item will automatically show on the Wish list on their app as well.

4. Bluetooth related technology, whenever the consumer goes closer to a product the app detects the product and gives full details of it.

5. After your Wish list is done you can ask for assistance through the app, the staff would immediately know of this they can check when you arrived, how long you have been waiting for assistance and they can view your details by clicking on your name along with your Wish list.