Seven Eleven Opens Digital Technology Research Lab Store 'DT Lab Store'

Exterior view of the DT Lab Store.

[Asia Economy Reporter Lim Chun-han] Seven Eleven announced on the 3rd that it has opened a ‘DT Lab Store’ in collaboration with Lotte Data Communication, where various policies and systems that can improve store operation efficiency using next-generation digital technologies are being researched.

The DT Lab Store is located on the first floor of the Lotte Data Communication building in Gasan-dong, Seoul. Store entry is conducted through an integrated authentication terminal. Basic authentication can be done via credit cards, L.Point, KakaoTalk Wallet, etc., and for the first time, facial recognition entry authentication has been introduced for testing. Facial recognition entry ID registration is currently available only to L.Point members.

The core integrated technologies include ▲3D LiDAR (laser-based object measurement sensor) ▲Artificial Intelligence (AI) out-of-stock management ▲Integrated control system ▲AI Human. The main purpose is to test a new store operation environment that integrates these four core technologies to strengthen the competitiveness of future franchise businesses and to verify the stability and effectiveness of digital technologies that can be practically applied to franchise stores.

3D LiDAR is a system designed to find the optimal product operation strategy by analyzing customer movement paths within the store. It can identify which product was purchased from which shelf on which display, and also determine the ratio of customers who actually made purchases among those who entered the store. To improve analysis accuracy, 26 high-performance dedicated cameras have been installed. Based on the analysis data, frequent adjustments of display locations and product arrangements are made to derive the optimal product composition plan, aiming to secure a customer actual purchase rate of over 95% to prevent opportunity loss. The research results will be provided regularly to franchise stores as information.

Using the 3D LiDAR system, the possibility of product theft during unmanned operations is also prevented. The DT Lab Store is equipped with an unmanned self-checkout Catch Kiosk. The 3D LiDAR cameras installed above the self-checkout identify the entire product scanning process, and if any unpaid products are detected, a warning alarm is triggered. In the future, an alarm service via a store manager-exclusive application (app) will also be introduced. The Bruni Kiosk newly incorporates an L.Point-based facial recognition payment system for testing.

Interior view of the DT Lab Store.

The AI out-of-stock management system helps maximize sales by detecting product stockouts in real time and enabling immediate action. For the first test, Seven Eleven installed four AI cameras around major displays. The AI cameras continuously monitor the products on those displays and immediately notify the store manager when stockouts occur due to customer purchases.

The store integrated control system allows monitoring of indoor temperature and humidity, abnormal temperatures and power status of facilities and equipment such as refrigerators, door open/close status, total power consumption, and fire risk. During unmanned operations, monitoring is also possible through the store manager’s application (app). The AI Human technology provides customers with basic guidance such as information on promotional products and how to use the self-checkout.

Seven Eleven also introduced an experimental store as an annex to the DT Lab Store to test the commercialization potential of advanced IT technologies. This store operates under the ‘Just Walk Out’ concept, where customers can shop for desired products and simply walk out, with payment processed automatically. This technology test store is for Lotte Data Communication employees, with store entry via an employee-exclusive app and payment through L.Point.

Choi Kyung-ho, CEO of Seven Eleven, said, “The ultimate goal of the DT Lab Store is to enhance the competitiveness of future brands in an increasingly competitive market and to research and study technologies and information that can provide better profits and satisfaction to franchise operators.” He added, “We will thoroughly prepare to ensure that the excellent digital technologies we have developed so far can be enjoyed more safely and effectively at franchise stores.”