This post is a follow up post to the physical endeavors we’re currently undertaking. We’re not only looking into “physical” because making is a huge trend, we also believe there are many interesting applications when it comes to in-store usage. Prototyping with electronics and other physical components gives us the required knowledge to build up prototypes around in-store ecommerce. One example is couponing. How would you use in-store couponing to drive sales to your online or offline store? How can a social profile be merged with coupons and used to gain insights or create viral coupon campaigns? What are the elements of coupons, the characteristics and how do users collect and redeem these coupons?
Our prototype explores exactly this.
The big picture – Play, Collect, Redeem
The somewhat :) technical architecture below shows the key components and how the are linked together for form a couponing system. Customers can play physical games, then collect coupons that they can later redeem for products (or get discounts, etc.). Let’s take a look at each component, seperated via the swimlanes in the below graphic. For the better understanding, we begin with the physical gaming frontends.
The physical frontends are easy-to-play games that customers will love to interact with and try out. These games are crossover projects between gaming, art and technology. The games include a physical keyboard (via PVC foil and capacitive sensors), a push-button game and a foosball table (kicker) which we put light barriers inside to get the scores.
We designed the system in a way, that only “authenticated” frontends can be used to obtain coupons from the backend. This authentication is done via a simple shared secret (more complex scenarios possible), but the shared secret is not in the web app or otherwise saved in resources that can be accessed from the web. The shared secret is part of the Arduino hardware and trasmitted via a set of keystrokes to the web frontend. That means, only if you are in the posession of the physcial game and the Arduino prototyping board, you can obtain the access token to the coupon backend.
The web frontend is used to receive the game inputs from the physical games, receives the authentication key from time to time and is used to display the coupons. At a later stage, we will also use it to show the game rules to the users of the game (right now these frontends are very basic, ready to be skinned by an CSS guru!).
Via the web, or mobile web, users can also “sign-in” to a physical game frontend. The users can scan a QR code or scan a NFC tag to be redirected to a facebook login page. Once they’ve authorized our coupon application, their profiles and names appear on the web UI. Later on, these profiles will also be used to share the coupon activity to Facebook and to personalize the received coupon itself. We have all the stuff in place to help coupons generated go viral.
The coupon backend is the heart of the system and shared among all three frontends. With the required authentication token from the physcial game frontends, the web apps are able to create new coupons via AJAX calls after the users have played a game. Based on the score, a different coupon is created. Each coupon is unique and protected via a signed URL. This allows the coupon backend to trust incoming requests, as the secret for generating the URL signature is known to the backend only. If you get a coupon, tamper with the URL and try to view or redeem it, it won’t work.
The three main RESTful/JSON APIs that the coupon backend exposes are the APIs required to create coupons, view coupons and later redeem coupons. The viewing part has different representations – one is pure JSON, meant to be used for mobile clients or other systems accessing the coupon. The second is a web representation, e.g. a responsive web page which holds the coupon as a QR code. The third is an image-only representation, ready to be embedded into a HTML img tag. These three representation make it very easy to integrate coupons into any application.
As an example, we’ve already upgraded our hybris Wishlist Android application with the feature to collect coupons. As it is a native Android application, the QR code or NFC tag is scanned, which transmits the signed coupon URL to the app. The app then resolves the Coupon via the REST api and chooses the JSON representation to obtain access to all coupon data.
There are actually two mobile frontends: there are the shopping assistants, who scan the coupons and redeem the coupons for the users. They use a simple QR code scanner on any OS to view the coupon. They are the only ones who can mark a coupon “used” – that means the coupon’s “use count” is increased by one. Once a coupon hits the max use count figure it is no longer valid.
The other frontend, used by normal users, is either a web representation of the coupon or a mobile app, such as our Android-based coupon app. The benefit of the app is that you can collect multiple coupons, store them, revisit them and later redeem them.
So far so good, what’s next…
We got a lot of essential systems in place, but there would be a lot of opportunity for further research. Think about data analysis, different coupon/product combinations, geofencing wishlist items and coupons or just coupon variations (one-off coupons, product segment coupons, single product coupons, shareable/viral coupons, etc.).
We’ll also go on a roadshow to present all this. First stop will be Derry in the UK for a technology and art festival. Next up might be a swiss conference which is not yet finally approved. All these conferences and presentations will help us to interact a lot with real users, potential customers of hybris systems and also end-users. It’s a great, playful and uncomplicated way to get real and honest feedback. It all begins with a game…