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:
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Increase customer engagement through a very friendly and addictive touch interface that tells your brand story while it sells
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Create rapport and build relationships between customers and employees because it enables playful and collaborative conversations around products and services
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Improve and simplify the shopping experience for products and services that have customization, compatibility or configuration options
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Place sell up options in front of customers in a compelling and persuasive way
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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.
