In a concept initially tested internally, or on confidential client projects, the Razorfish Touch Network sought to cater to the retail customer experience using innovative technology.

Razorfish, the company behind the project, created a variety of experiences using touch screen technology. The purpose of this touch technology was to create an engaging and interactive experience between a customer and retail brands.

Built on a Microsoft’s Windows Presentation Foundation (WPF), the screens are easily manipulated to suit the consumer via a set of basic touch-enabled controls. One example of its use is the experience named “Razorfashion” that was customized for use in the fashion industry. Customers can use the interactive interface to plan their look using items stocked in store. Once selected, these items can be added to a wish list and can be located in-store using the store map. Another feature, for when a customer is shopping alone, is the option to shared chosen items to Facebook and Twitter to get instant opinions from friends. When a customer has selected all their items, they can check out of the system and get a QR code that stores information on items selected and the location. All they need to do then is take a picture of the QR code using a mobile phone and process it, and they have all the information they need on their mobile.

Razorfashion Retail Experience from Razorfish – Emerging Experiences on Vimeo.

In another example, the Touch Framework was showcased at the world’s leading automotive fair (IAA) for Audi. Users were able to get a 3D panning view of a Audi A4, and were also able to customize the car’s paint finishes and rims; zoom into the interior of the car, and you are able to zoom further into a particular car detail, or get a 360 degree view. Not only does this bring a realistic visual of the Audi A4, it works as a great sales tool too.

Audi Car Configurator on Surface @ IAA 2009 from Neue Digitale / Razorfish on Vimeo.

While the Razorfish Touch Framework has the makings of useful offering that connects brands with consumers, it is still in the early stages of development. The WPF system on which is built means that it has a great scope for more effective use not only in helping consumers in retail level, but also as an asset in more direct marketing efforts. Enabling more application development with the Touch Framework and WPF means; for example, accessing consumer data in different ways, either gathering a consumers personal details, linking a number of contact points (e.g. email address-Facebook-Twitter, etc), or tracking their purchase decisions. Not only does this provide the potential to disseminate communication through other (more traditional) channels, but could lead to insights that lead to more effective communication between a brand and consumers.

More:

http://emergingexperiences.com