WINDOWS - DIGITAL TABLE PILOT
Creative Director: Jaina Rodriguez
Line of Business: Windows Team
Animators: Thomas Nichols & Taylor Bryant
Developer: Paolo Tosolini & Microsoft Production Studios
Fixture Build: Lisa Cunningham- ImagiCorps
Consumers often disengage from the shopping journey by using their cell phones to look up ratings and reviews or product details. This can take them away from the purchase path or cause confusion as they try to compare products.
Provide information with an interactive digital tabletop that senses the customers approach or interaction with the device. The animations provide: price, product details, ratings and reviews as well as features and benefits of the Windows device.
Test in 3 locations in Canada and the US.
Emphasize ratings and reviews new features and feature animations
Allow employees to change the pricing, fact tag information and location of devices by developing an application
Auto update via the cloud
Track interactions for overall ROI and store sales
Add accessibility features where possible
After testing for 6 months and using control stores as a comparison, the stores with digital tables showed a sales lift of 10%. Customer and employee feedback was positive but they wanted more control of the information via a touch screen.
Final evaluations will conclude in August. Stores will offer feedback and analytics will help us to make any UI/UX adjustments for further testing and updates prior to launching in select stores.