We have earlier seen that Microsoft Surface has been making its mark in domains like retail banking
and automobile sales
. Apart from these, we at Infosys have been exploring applications of Surface for retail establishments and in particular consumer electronics stores. By leveraging Microsoft Surface, retail stores can take their customer experience to the next level, along with the possibility of increased sales.
The consumer electronics segment today offers a plethora of choices when it comes to selecting gadgets like mobile phones, cameras and laptops. These competing options are accompanied by long lists of product features, technical specifications and accessories, which makes the consumers choice even more difficult. Further, stores are often unable to suitably display the full list of product technical specifications, which means that customers might not be in a position of make a choice on the spot and want to do some further home work before purchase. We have been looking at Microsoft Surface and see that it provides an effective solution to this problem. The Surface device provides a user friendly multi-touch interface that multiple customers can access simultaneously. With its large 40 inch screen, customers can not only browse through product information, but also compare features and specifications of competing products. Also, interactive 3D views and product videos can be provided to increase product appeal. Microsoft Surface features object recognition, which means that when products being sold like mobile phones or digital cameras are placed on the Surface table, they can be automatically identified by means of byte or identity tags attached to the product and the relevant details can be displayed. This feature can also be leveraged to readily compare products by placing them side by side. AT&T
mobile stores are some great examples of how Microsoft Surface can be used as a powerful tool to captivate customers and increase sales effectiveness.
On a slightly different note, Microsoft Surface has been leveraged by retail players such as Aetrix
that deals with shoes and Hard Rock International
to showcase its large collection of memorabilia.
Most of the examples mentioned above pertain to the earlier version of Surface, which due to its size was largely restricted to being positioned as a table. With the new Surface 2.0 that is much thinner, vertical mounting is also possible, which makes the device more adaptable in terms of potential applications and has less space requirements. In summary, we see that Surface can significantly help retail businesses take their in-store customer experience to the next level and potentially boost sales.