Software-based solutions leverage Microsoft Surface multi-touch device to reduce costs and provide brand-differentiating consumer experiences
As the popularity of multi-touch devices (think iPhone) continues to rise, a compelling business opportunity is developing to use this technology as a key differentiator and money maker. To illustrate how retailers can take advantage of this trend, Clarity Consulting Inc. today unveiled new Interactive Design applications created specifically for retail and multi-touch. Designed to engage consumers in everything from product customization to purchase and up-sell, the interactive applications help improve the consumer experience and differentiate a retailer's brand while driving sales and loyalty.
On display at the National Retail Federation's Annual Expo (Retail's BIG Show) in New York City, January 12-13, these new applications will be showcased on a Microsoft Surface device to provide a true sense of how they would function in a live, store environment. Microsoft Surface turns an ordinary tabletop into a vibrant, interactive, multi-touch surface. Featuring a 30-inch diagonal display housed in a table-like form factor, Surface provides effortless access to digital content through natural gestures, touch and physical objects.
Clarity's Interactive Design applications -- when combined with Surface or other multi-touch devices -- enable consumer exploring, learning, creating, buying and much more. Specific examples include:
1. Purchase & Up-Sell -- The Interactive Gift Registry
-- Perfect for home or department stores, Clarity's Interactive Registry
application takes an often under-utilized piece of a retailer's
business and makes it more engaging and profitable.
-- As a bride, groom or expectant mother selects their gifts they collect
product cards, which they drop onto the top of the Surface device.
Full pictures and product info appear and the registrant can organize,
drag and drop the products into their registry bucket. Once completed,
they can then send emails to their friends with their registry info.
-- The gift buyer can print out the email, bring it into the store, and
place it on the Surface device. Instantly, they will see a visual
display of the registry along with automatic updates of the items
available for purchase plus suggestions for complementary items.
-- For example, if a bridge registers for dishes, the Interactive Registry
might also show the latest chargers that match.
-- The "show vs. tell" component of the Interactive Registry makes the
process more engaging, simpler and fun for both registrant and gift-
giver. It also encourages purchase and up-sell, while setting apart
the retailer from the competition.
2. Customization -- Design & Buy Application
-- Created for a clothing or accessories retailer, Clarity's Design & Buy
application engages consumers in the creation/customization of their
product to encourage additional purchases and brand loyalty.
-- Originally designed for a children's clothing store, the Design & Buy
Application lets kids design the images or patterns on t-shirts, jeans
or accessories. The child simply picks out a clothing item then pulls
up the image of the item on the Surface device.
-- Next, they choose the colors and graphics they like, and "drop" them
onto the clothing item to see how it looks. If they like it, the image
is printed on the clothing item right there -- in store. If not, they
can try again.
-- The interactive, customization provides a new way for retailers to
reach out to consumers, letting them participate in the design and
delivery of their product.
"Now more than ever, retailers need to give consumers a unique reason to buy, and buy from them versus the competition," said Gary Gilmer, Principal, Retail Technology, Clarity Consulting. "Technology can be a key asset, but only if it's engaging and easy to use. Clarity's Interactive Design applications featuring Microsoft Surface are just that. The software and hardware combination gives retailers a cutting-edge solution that delivers a better customer experience and drive store traffic today, while invigorating and reinforcing brand differentiation for years to come."
Concept system features Windows Embedded POSReady 2009 and Unified Communications Technologies
To help retailers differentiate their brands and reduce costs in what analysts expect to be another economically challenging year ahead, Clarity Consulting today presented the "Innovation Lane" -- a new POS technology concept system featuring Windows Embedded POSReady 2009 and unified communications technologies.
On display in Microsoft Corp.'s Booth No. 637 at the National Retail Federation's Annual Expo (Retail's BIG Show) inNew York City, Jan. 12 - 13, the Innovation Lane demonstrates how retailers can increase efficiency and store management -- shaving more than 10 seconds off each transaction, which can result in millions of dollars saved annually -- while improving the consumer experience for big-box to mid-size retailers nationwide.
Using Microsoft's new Windows Embedded POSReady 2009 platform, the Innovation Lane showcases a combination of hardware and software that can be easily integrated into a retailer's existing POS infrastructure, thereby limiting start-up and installation costs. In addition, the Microsoft software-based platform enables communications at a fraction of the cost of traditional hardware-based telephony solutions -- creating savings today and throughout the life of the system. Key features include:
- A redesigned check-out lane that puts everything within arms' reach for cashiers, making it faster and more ergonomically efficient to handle transactions
- An advanced user interface featuring simpler prompts, easier to use features and a more visually-engaging screen, designed to improve efficiency and reduce training costs
- Advanced security features like biometric log-on that use finger print data to access information
- Smartphone-enabled loyalty programs which allow consumers to download loyalty cards to their phones then scan them at check out
- NFC (near field communication)-enabled payment processing which lets consumers "wave and go" (pass a payment card in front of reader to complete payment)
- Enhanced fraud prevention including image validation, to reduce theft and product shrink
The concept lane also boasts innovation in the form of a fully integrated Microsoft-based unified communications suite of software. Unified communications bridges the gap between telephony and computing to deliver real-time messaging, voice, e-mail and presence capabilities -- ensuring the lane and its operator are "connected" to the rest of the store.
For example, employees working the Innovation Lane can conduct price checks, customer inquiries and more using a voice call, image or text message. Sales associates on the store floor are armed with tablet PCs programmed with "presence" -- a feature that shows whether they are available or busy. If available, a picture, call or message pops up with the checkout request. Additional tablet PC features include:
- Product Lookup: Find key items, pricing information and images -- using the SKU or a bar code scan -- from the retailer's product catalog or database. Monitor start of day (SOD) inventory status in-store and at participating stores on-network.
- Checkout: Complete sales on-the-spot. The tablet PC displays a simple tender screen with payment type and details -- the customer can complete the transaction and take the receipt or fill in his/her email address and have it emailed to them.
- Customer Callback Request: Answer customer inquiries real-time. Receive a request notification -- along with details about the transaction including a copy of the receipt -- on the tablet PC then initiate a callback to the customer immediately. (Note: the customer's phone number is embedded vs. displayed, thereby protecting privacy).
For shoppers, this means near-instant access to information, personalized service, a more efficient shopping experience and, ultimately, a higher level of satisfaction. The Innovation Lane features a 15-inch touch screen facing the customer that shows images of everything scanned and purchased and provides streaming audio and video of complementary items along with additional information about warranties and special offers the retailer can provide. The system also utilizes this customer facing screen to encourage the customer to complete the tendering portion of the transaction while the associate rings the sale, saving valuable time at checkout.
"As retailers face continued, increased pressure to differentiate, cut costs and increase efficiency, software can not only help them survive, it can help them thrive," said Gary Gilmer, Principal, Clarity Consulting. "At Clarity, we're dedicated to helping retailers get the most from their software investment today while preparing them for the opportunities ahead. We're at the tip of the iceberg for retail and software-based communications and we hope software-based solutions like our new Innovation Lane with unified communications illustrate how much innovation is available today -- and what's possible tomorrow."
The Innovation Lane was built with the latest Microsoft technologies, including Windows Embedded POSReady 2009, Office Communications Server 2007, Windows Presentation Foundation, the Microsoft .NET Framework 3.5 and was developed using Microsoft Expression design tools and Visual Studio 2008.
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