Article

100. Cloud computing 99. Talbots 98. Directional audio

November 3, 2009

100. Cloud computing

It's the hottest trend you know nothing about. Far from the nebulous entity its name suggests, cloud computing, by definition anyway, isn't new. That e-mail service you use just by logging in on the Web site? The video-sharing site you spend hours messing around on? The software and the files it creates are hosted externally, in a "cloud." Now, this type of infrastructure is available for POS systems. The benefit: Retailers never have to worry about upgrades or software repairs, since the software exists somewhere else than on their machines.

99. Talbots

This Massachusetts-based women's clothier has taken recent falling numbers and industry criticism to heart. Since taking her post as CEO in late 2007, Trudy Sullivan has simplified life for the brand, nixing the men's and kid's divisions and shutting down its British locations. The merchandise began to get livelier and more stylish with the fall 2008 collection, and shoppers are taking notice. In a recent WashingtonPost.com "Talking Fashion" chat session, an attendee posted that she recently saw some cute clothes and was even tempted to buy, despite its being "Talbots, my mom's store."

98. Directional audio

Audio in the retail environment is a tricky business. It can be a powerful tool for ambience and marketing, but can quickly become overkill for both shoppers and store associates. Recent years have seen advances in directional audio, which allows store designers to "sculpt" the audio experience with carefully targeted programming. Companies such as Panphonics offer speakers and sound systems that can place audio in very specific physical spaces. For instance, someone standing directly in front of a POP display will hear the messaging, but someone standing right next to her will not.