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Brief Published: 10 Jul 2015

Rosé Time: Tap App to Transact

Rosé Time for the Apple Watch launched at Cannes 2015

Acknowledging the growing consumer desire for on-demand retail experiences, British digital agency Intergalactic launched an app at this year's Cannes Lions International Festival of Creativity that delivered rosé wine to VIPs on the beach.

Dubbed Rosé Time, the app was created for the new Apple Watch using Apple's iBeacon technology, which locates consumers via their mobile devices to send them targeted content. Users were able to place an order via a single tap of the watch's interface to have a glass of wine delivered by staff to their exact location in a matter of minutes.

On downloading the app – developed in partnership with US mobile technology company Urban Airship – users were required to upload a photo of themselves to assist with locating customers on the beach.

When in close proximity to the VIP section of the Cannes Lions Beach between the hours of 12pm and 6pm (open only to festival delegates), users received a beacon-triggered notification on their watch letting them know that they could make an order. Once processed by tapping on the wine glass icon, a notification was sent confirming the drink was on its way.

"We believe that wearables coupled with location awareness and context can deliver amazingly natural yet highly contextual, streamlined experiences that anticipate what the user wants," Jasper Squire, managing director at Intergalactic, told Stylus. "Purpose-built interfaces that respond to consumers' surroundings with highly actionable and nearly effortless experiences – whether that's tap to transact or tap to serve – have a huge potential for many retailers. We see hotels, beverage brands and concierge services being able to utilise our concept."

For more on the value of small-screen retail experiences, Tap to Transact: No-Fuss Purchasing in the Streamlined Sell, part of our Roaming Retail Industry Trend.

For more on the innovative use of beacon technology in retail, see Sales-Boosting Beacons and Data Tracking & Human Response Monitoring in our Future of the Store Industry Trend.

For more on how smart retailers are using advanced technologies, including real-time data-analysis, to take shoppable experiences direct to consumers, look out for our two-part series on the Evolution of the Retail Pop-Up, publishing on July 23. See also Reactive Retailing.

For more on how brands are leveraging concierge-style services to provide super service, see Virtual Added Value, part of our New-Era Luxury Macro Trend, Byronesque App: Super-Service Vintage E-Tail and Operator App Taps Concierge Culture.

The Wearable Technology Show 2015 outlines the need-to-know updates on wearable tech. See also Smartwatch Groceries: Ocado's Apple Watch App. Find our full coverage of the 2015 Cannes Lions International Festival of Creativity here.