About Perch

关于珀奇

Perch was founded in 2012 with a transformational vision for the physical retail industry – By overlaying digital experiences on top of physical products, retailers and brands can enrich the shopping experience, drive remarkable product conversion lift and surprise and delight their customers. The future of retail marketing is physically aware displays that sense what customers are doing, what products they are touching and deliver the right marketing message at the right point of the journey.

珀奇成立于2012年，多年来一直致力于实现其对实体零售业具有变革性的愿景——通过将数字化体验叠加到实体产品之上，帮助零售商和品牌商丰富购物体验、推动优秀的产品附加价值，并给客户带来惊喜和高兴的购物体验。

珀奇认为，零售营销的未来必将是具有物理感知能力的显示器，它们可以感知客户在做什么，在接触什么产品，随后会恰到好处地在客户的浏览环节传递正确的营销信息。

That future is here and now - we’ve successfully delivered Physical + Digital marketing campaigns to a who’s who of retail innovators and category leaders. We believe these experiences can and should be magical.  That’s our mission. Our 3D sensing technology detects when shoppers touch, pick up or put down a product, triggering delightful and informative experiences at that critical moment when they consider purchase.  We merge the digital with the physical.

上面的描述听起也许还有些不可思议，但其实未来就在此时此刻成为现在——珀奇已经成功地向诸多崇尚创新的零售商和行业领导者提供了物理+数字营销活动。这些案例所带来的经验极具参考价值并且非常神奇——这也就是珀奇的企业使命。

珀奇自有的3D传感技术可以监测消费者从触摸、拿起直到放下产品的每一个环节，并在他们可能考虑购买的关键时刻触发一段令人愉悦的信息体验。这一整个环节，珀奇称之为“将数字和物理融为一体”。

About Perch Platform

关于珀奇平台

Perch Platform is the Enterprise-Class Digital Platform for Product And Shopper Marketing In-Store.

珀奇平台是针对于店内购物者作出产品营销的企业级数字平台。

Perch’s patented sensing technologies analyze in-store customer behavior to detect which products customers are touching to respond with a highly personalized digital message or application at the critical moment of product consideration.  The results are a magical bridge between Physical + Digital that drives engagement.

珀奇的专利传感技术可以分析店内顾客的行为，从而在顾客考虑产品的关键时刻，检测他们出正在触摸哪些产品，然后通过高度个性化的数字消息或应用程序来作出响应。这就是珀奇在物理+数字之间建立联系的神奇桥梁。

Perch technology is not a standalone kiosk that customers don’t want to interact with. Instead, Perch is designed to be embedded directly into retail fixtures where customers are already shopping, touching, and experiencing products. The result is the most seamless integration of smart shelves into your store aesthetic and experience.

珀奇平台并非那种让顾客丝毫不想与之交互的独立式信息亭，反而是一种取而代之的新技术。珀奇的所有产品都被设计为直接嵌入消费者在购物时必须接触和体验的零售设备中，将智能货架用最无缝地集成方式安装到商店，呈现出良好的美观和体验。

Perch analyzes every customer and product interaction to provide newfound visibility for brands and retailers further up in the sales funnel. Use Perch Shopper Marketing Cloud and Analytics to determine the best and worst products for sales conversion, which A-B tested content are most effective or which demographics are engaging with your products.

珀奇能为品牌和零售商带来的是：平台会分析每个客户和产品的互动，并能够完整在后端呈现，为商家在销售渠道的扩张中进一步提供了新的可见性。使用珀奇消费者营销云和Analytics分析软件，通过有效的A-B测试，就可以确定出最佳和最差的产品，与产品相关的消费者统计因素，然后进行对应的销售转换。

The Perch Product Personalization engine lets consumers visually configure their products and be able to visualize thousands of combinations with or without sales associate assistance. Additionally, you can offer options that are not available in-store and allow them to purchase online.

珀奇的产品个性化引擎使消费者可以直观地配置他们想要的产品，并且无论有没有销售人员从旁协助，都可以可视化成千上万中组合。此外，在珀奇平台上，商家还能提供店内没有现货的产品，并允许消费者直接在线购买。

Market your product offerings as whole, increase basket size and deepen customer engagement with your product line by effectively cross-promoting products during the shopper journey. Promote common accessories and complimentary products, build a beauty regimen or educate customers on add-on services to maximize your margins ARPU.

通过在消费者的购物旅程中有效地交叉店内促销产品，可以更整体地帮助商家推销商品，增加消费者购物车的深度，并加深其对产品线的参与。

此外，商家还可以用平台推广通用的必需品和免费产品，或者为消费者制定美容方案以及一些附加的培训服务，这样就可以帮助商家最大程度地提高ARPU（一个时间段内从每个客户身上赚取的平均收入）。

Johnson & Johnson Project Overview

强生项目概述

Multi-Brand OTC Marketing Wall and Beauty Endcap.Educating Shoppers, Driving Brand Loyalty and Increasing Sales 39-62%.

综合型品牌如果使用正确的的柜面营销墙和装饰端盖，可以起到引导购物者，提高品牌忠诚度，并增加39-62%的销售额。

CPG brands are working harder than ever to stand out in dense grocery store and big box environments which are a frequent customer touch point.

快消品品牌正在比以往任何时候都更加努力，才能在消费者经常光临的排货密集的零售店和大型商场等环境中使自己脱颖而出。

Johnson & Johnson has invested heavily in digital content to inflfluence customer behavior. With Perch, Johnson & Johnson can deliver that content for each product on the shelf at the last mile of the shopper journey in-store - where their captive shopper audiences outnumber their online ones and where the vast majority of purchase decisions are made.

强生公司已在数字内容方面投入了大量资金，以影响消费者的购物习惯。借助珀奇，强生可以在店内消费者购物旅程的终点站为货架上的每种商品提供数字内容——在这里被吸引注意力的消费者的数量已经超过了强生在网购端所吸引的数量，并且大部分的实际购物转化也是来自于此处。

Objective:Over-The-Counter(OTC)Multi-Brand Marketing Wall

目标：柜面交易（OTC）综合型品牌营销墙

Johnson & Johnson’s Multi-Brand Marketing Wall unit features about 30 products across over 15 brands, informing customers about their products, usages, ratings and reviews and tying the brands together for improving cross-selling.

强生的综合型品牌营销墙单元一共整合了15个品牌中大约30多种产品，向客户介绍这些产品及其功用、评级和评论，并将这些品牌联系在一起以改善交叉销售。

The deployment increased sales by 62% and averaged 15 second dwell times - 3x the dwell times from traditional digital signage.

一整套的部署使强生的销售额增长了62%，消费者在货架前的平均停留时间为15秒，是传统数字标牌所带来停留时间的3倍。

Educate

shoppers about the products that best suit them through videos and how-tos

引导

购物者可以通过视频和操作指南了解最适合他们的商品

Drive Sales Lift

with +35% sales lift vs pre-Perch at Perch doors vs non-Perch doors

推动销售额提升

在珀奇的预安装阶段，相对于完全没有智能展具的时候，销售额提升了35%

Engage

shoppers for more than 10 seconds per session, 2x typical retail displays

参与

消费者每次在智能展具上花费的时间超过10秒。是常规零售展示的两倍

Cross-Sell

related and complementary products, driving sales and increasing basket size

交叉销售

带动相关和互补产品的销售，增加消费者购物车深度

“I love that this technology has enabled my team to try new ways to connect with our shoppers – from activations focused on new products to integrating local micro-inflfluencers to enhance the authenticity of our content.”

——Jordan Mojka Customer Development Manager, Meijer - Johnson & Johnson Consumer Inc

“我很高兴这项技术使我的团队能够尝试新的与消费者建立联系的方式——从针对新产品的推广到集成本地化的信息，能够很好地增强我们传递内容的真实性。”

——约妲·莫吉卡，梅杰连锁-强生公司客户开发经理

The Evolution of an Experience

体验革命

Following a successful launch with over-the-counter (OTC) products at Wakefern, Johnson & Johnson worked with Perch to educate and engage their beauty customers with interactive displays integrated into Lozier shelving systems for end caps throughout the midwest, including identifying a pool of comp stores to measure statistically signifificant sales lifts adjusted for seasonality.

在Wakefern连锁商场成功推出柜面交易道具之后，强生公司继续与珀奇合作，通过集成在懒人货架系统中的交互式显示器引导并吸引美容客户，这套零售展具最终用于强生公司整个美国中西部地区的端盖。其功能还在于，将所有商店的销售数据与消费者数据整合在一起，可以很方便地看出出因季节变化而出现的具有统计意义的重要销售数据。

The results were an outstanding experience, interesting analytical fifindings that identifified which products best converted to digital engagement and 38% sales lift.

最后所获得的结果也是非常出色的，经过有趣的分析，最终确定了哪种产品在转化数字参与度上能力最强，并且提升了38%的销售额。

Objective: Interactive Beauty Smart Shelves Integrated Into Lozier Endcaps

目标：交互式美妆智能货架集成到懒人端盖中

Johnson & Johnson wanted to design an interactive smart shelf endcap to be deployed in over 35 Meijer stores, and highlight 25 products across 5 brands with videos, ratings and reviews and more.

强生公司希望设计一种具有通用特性，可以在超过35个梅杰连锁超市中同时部署的交互式智能货架端盖，通过视频、榜单和评论能内容重点介绍5个品牌的25种产品。

The deployment increased sales by 39%, generated over half a million product interactions, and elevated shoppers’ perception of the Meijer Beauty experience.

这方面的部署使得销售额最终增长了39%，产生了超过50万次产品交互，并提高了购物者对于梅杰美妆体验的认知度。

Strengthen

retailer and brand relationship by generating category lifts

加强

通过生成清晰的类别加强零售商和品牌之间的关系。

Gain Insights

to inform future product development and content marketing

获得洞察

明确未来的产品开发和内容销售

Update

and deploy new experiences easily and expeditiously

更新

轻松快捷地部署新体验

Build Awareness

for new product offfferings using omnichannel product messaging

建立意识

使用全渠道的产品信息传递来解决新产品问题

“Our J&J Meijer team sought to bring the omnichannel to life in store. Meijer has always been a retailer focused on the shopper experience and Perch was the perfect way to elevate the current in store experience. Our test leveraged a test and control format of over 70 stores to understand the impact of the technology. ”

——Jordan Mojka

“我们的梅杰-强生团队力求在商店中实现全方位销售。梅杰一直是专注于购物者体验的零售商，珀奇的技术是提升当前商店体验的理想方式。我们为了测试珀奇的技术，利用了70多加商店的测试与控制制式来了解该技术可能会带来的影响。”

——约妲·莫吉卡

Product Engagement Marketing

产品的参与营销

The moment a shopper picks up a product, Perch’s interactive display platform automatically displays that product’s unique content.

Each product has a splash page, product pricing and details, videos, a page for the brand collection, and ratings and reviews.

每当消费者拿起产品，珀奇的交互式展示平台就会自动显示出该关于产品的独特内容。

每个产品都会包含一个初始页面、产品价格和详细信息，进而是视频、品牌收集页面以及榜单和其他用户评论。

Johnson & Johnson leveraged the platform to its fullest extent, using the data insights they received to iterate on the experience on a quarterly basis.

强生公司最大程度地利用了该平台，并利用他们获得的数据见解，每季度再对平台的体验进行一次迭代升级。

Attract

customers to the shelf with embedded, high-impact content

吸引

具有高影响力的嵌入式内容将消费者吸引至货架

Detect

which products customers touch automatically

探测

自动检测消费者触摸哪些产品

Respond

with full arsenal of product content

回应

向消费者展示完整的产品目录

Measure

engagement and conversion for every product on the shelf

措施

货架上每种产品的参与度和转化率

Analytics to Action: From Generic to Authentic

分析行动：从通用，到专精

Johnson & Johnson fifirst launched their experience by highlighting 5 difffferent product categories, with 4 out of those 5 product categories being promoted by prominent celebrities.

强生公司首先通过突出5种不同的产品类别来获取，其中的4中都是有名人代言推广的。

However, by leveraging Perch’s data analytics platform, Johnson & Johnson learned that the product category that featured a social inflfluencer generated the highest engagement (product touches, screen touches, dwell times).

在这样的情况下，强生又通过珀奇的数据分析平台，了解到具有社会影响力的人所代言的产品类别地区产生了最高的消费者参与度（产品接触、屏幕接触、停留时间）。

With that information, Johnson & Johnson decided to iterate on their experience, but this time leveraging ONLY social inflfluencers. The result, was an additional 20% digital engagement and 10% sales lift across all brands.

有了这些信息，强生公司就可以复刻成功经验，在后续的营销中专门利用具有社会影响力的人士。结果，所有品牌的数字参与度都提高了20%，销售额提升了10%。

Deliver

brand messaging and engaging content at the shelf

传递

货架上的品牌信息和引人入胜的内容

Drive volume

and gain share via sales lift and first-party customer data

驱动价值

通过提升销售额和第一手消费者数据获得更多的市场份额

Execute omnichannel

marketing with branded content distributed in-store, online and mobile

多渠道执行

通过在商店、线上和移动端中群发的品牌内容进行营销

Optimize at the shelf

content marketing by leveraging insight from Perch’s analytics platform

在货架上进行优化

利于珀奇分析平台的洞察力进行内容营销