Think Humongous

Microsoft Surface Improves Retail Customer Experience

During the past month, I’ve been following Wirestone’s user experience and development team who are developing several retail applications on the Microsoft Surface. During this process, it has been become evident that it will be the retailers that understand the importance of experience-based differentiation that will explore how they can use the Surface platform to influence, sell to and service their consumers.

 

Unlike single-user, touch kiosks and point-and-click web in-store experiences, the Surface enables consumers to have a much more compelling, social and branded shopping experience. A table approachable from any side, the Surface removes physical boundaries, like the mouse and keyboard, and encourages people to interact with the experience together at the same time. Because the Surface interface is based on touch, every time a finger, hand or physical object interacts with a Surface, a response occurs making the experience feel alive and natural.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The Surface takes retail technology to a whole new level because it is able to recognize and read objects (such as product tags and other objects) to start, facilitate and add to the exploration of a product or group of products. In looking at the applications Wirestone created, it was interesting how much more natural it was to search through large product selections and customize and configure products, using object recognition on the Surface.

 

Based on the application I’ve seen for retail applications, it is clear Surface customers will see several advantages to the platform:

• Increase customer engagement through a very friendly and addictive touch interface that tells your brand story while it sells

• Create rapport and build relationships between customers and employees because it enables playful and collaborative conversations around products and services

• Improve and simplify the shopping experience for products and services that have customization, compatibility or configuration options

• Place sell up options in front of customers in a compelling and persuasive way

• Increase reach by placing a Surface – an immersive brand and product experience – where customers gather, which may not always be in a traditional retail location

Because of these advantages, retailers should think about how to fundamentally improve

• Are there consultative transactions that would be better served sitting in lounge chairs around the Surface?

• Is it more productive to conduct traditionally multi-shopper experiences such as signing up for gift registries, buying a car or designing a house around a Surface?

• Would consumers buy more products (electronic gadgets, culinary products, etc.) if they were shown when and how to use them?

• Is there a segment of customer that would prefer an exclusive or private showcase shopping experience

The Microsoft Surface is giving retailers unique opportunities to redefine the shopping experience, improve customer engagement in the store, and most importantly increase the revenue at checkout.

 

Microsoft ad is GENIUS! Finally, Microsoft, finally.

Microsoft’s new “I’m a PC” commercial is simply genius. Regardless of whether you’re a PC or Mac person, the ad is brilliant.

 

For starters, the ad is a great “Aikido” move. In Aikido, the person being attacked redirects the force of the attack rather than opposing it head-on. Microsoft took the attack of the PC stereotype, a position that Apple has energized, and redirected the energy into celebrating the diversity of its own customers.

 

In addition, the Microsoft ad takes the higher road and in some ways makes the Apple ads – particularly those of late – seem a little snarky.  Microsoft elevated the conversation by busting through stereotypes and generalizations and delivering a message of power in diversity and strength in numbers. In this day and age, this is arguably a powerful message.

 

And finally the ad serves as a rally cry to PC users and gives them a platform for a little PC-pride. Microsoft has a big base of consumers to tap and this ad cleverly has fellow consumers issue the rally call, not Microsoft; smart for a company that is often perceived as the resident bully.

 

It remains to be seen if PC users will rally and how that translates at the cash register in terms of market share and staving the growth of Mac users. But it is a very, very good start and ad strategy at its best. Game on!