Razorfish at the National Retail Federation (NRF) conference in New York, announced a beta version of its Retail Experience Platform codenamed "5D," which enables the creation of an immersive and seamless digital ecosystem across several digital devices in retail environments.
At the heart of its interactive retail experience is a synergy of Windows Embedded, Microsoft Surface, Microsoft Tag, Windows Phone and Kinect for Windows.
The 5D platform connects digital devices such as kiosks, large-screen displays, tablets and personal smart phones to better attract consumers into the store, drive product engagement and arm store associates with more contextualized digital tools.
5D also includes several other modules such as an analytics dashboard, a content management tool and an extensive API library for connecting in-store experiences to product reviews, social platforms, e-commerce systems and other third party environments.
"In addition to enabling a multi-device digital ecosystem, 5D also includes support for multiple user interactions including touch and gesture-based metaphors through Microsoft Kinect for Windows," said Jonathan Hull, Vice President of Emerging Experiences at Razorfish. "We will be adding support for voice controls in the near future," added Hull.
In the fashion scenario video demo, a user is seen browsing a large-format catalog using the Kinect, transferring the catalog to a phone with a Microsoft Tag, shortlisting the catalog on the Surface and even virtually trying on products with the Kinect. At the same time, a store assistant is able to assist the customer with a tablet application.