Link This | Email this | Blog This | Comments (7)
Using 'Surface' technology to draw traffic
As many of you know, I am a big fan of using technology to enhance your customer’s experience in your store. However, how many of you are actively using it to DRAW traffic into your store?
And, you might ask, what’s so new and compelling that people would actually drive to my store to see it and use it?
Ahhh…check out Microsoft’s new "Surface" computer interface. Go to microsoft.com/surface and check out this AMAZING new way to use a computer interface to purchase goods.
Microsoft has inked four different launch partners for "Surface"- T-Mobile and Starwood Resorts being two.
How could furniture retailers use it? Imagine a customer being able to walk into your store, browse at their leisure, pick out an accessory, put in on "Surface" and then being able to find out all about it by touching the links on the "Surface" tabletop. Not only can they get all of the information they need from it but the customer can just put their credit card down on the "Surface" and pay for it! Surface reads the card.
Imagine advertising "Surface" to your customers on TV and on your website -especially those that are tech saavy. You would get so many people coming into your store to "play" with it and, hopefully, buy products using it.
Imagine the eventual cost savings as customers would be able self serve for a certain portion of their check out process.
Imagine how much information they would be able to collect about a particular item- color, availability, origination story, designer background, etc. It would let customers control the information intake process.
And, then, there would be a link they could touch for designer help so, if they would like more help, they could just touch the screen and call for your well-trained designer to assist them with their questions.
You would be able to get tremendous press out of this concept as "Surface" is a new way to shop and everyone would want to see Microsoft’s latest introduction.
People are curious and they will come to see what’s new. In addition, your customers would appreciate that you are trying to provide them with a more time effective and interesting shopping experience-one that they can control.
What’s the cost? One "Surface" computer table costs about $10,000. How much are you spending on advertising every month?
One last thing…Apple just sold 500,000 IPhones on day one. Why? They created the buzz and people wanted the latest technology.
Why not see if you can do the same thing?
leslie commented:
Dear Doug: You are so right. I DO need to be more consistent at this and appreciate your lighting a fire under me. I love to do it, it's just that regular work has kept me REALLY busy lately. Thanks for your kind words and look for a new post early next week-if not sooner. Thanks, Leslie
Doug commented:
I thought this blog in particular was a great idea. It is ashamed there is no regularity to it. This being 5/13/08 and up till this point the latest and most recent blog was February/26/2008. So Here is my Retail Idea...Consistency, Consistency, Consistency. Something I carry out with my own blog.
leslie commented:
Dear Richard: Thank you for commenting. I am so glad to see that you "get" it perfectly. Happy Holidays.
MiMiC commented:
Surface would be horrible for accessories, but very cool for Room Planning software, and furniture shopping. Simple drag items from list and cover with available upholstery. Click to Print Having a Product Knowledge Avatar would be very cool also. Asking questions to something not wanting to pressure you into buying could be huge! Ok, i've planned my room via Touch technology, picked out finishes/fabrics by dragging them onto my items, and clicked the Knowledge Avatar to learn more on how and what these items were made of (solid wood or all wood?). Now that I am empowered (knowledge is power) i can talk to a sales person and know i won't be bullied. Furniture Sales staff are viewed like used car salesmen. This could give the confidence back to the consumer. Remember, this isn't your mom's way of shopping, but in the world of text messaging, this is the new interaction. UPDATED: Leslie, you are spot on with your assessment. "I also agree that people definitely still want intelligent sales help, but they want to be able to "pull" the information they want towards them vs. having it pushed at then by a salesperson before they are ready. That is where technology is so helpful. It helps the customer get at the information that is meaningful to them and, THEN, they are usually more than ready to have a well-trained, smart salesperson help make that sale happen." Perfect, simply spot on!!!! Richard FurnitureBarnShowroom.com
leslie commented:
Dear Bob: I am sorry that I can't help you myself with Jim's whereabouts, but if you need some strategic help, pls. email me directly and I will be happy to try and help you find someone who would be able to assist you. I also agree that people definitely still want intelligent sales help, but they want to be able to "pull" the information they want towards them vs. having it pushed at then by a salesperson before they are ready. That is where technology is so helpful. It helps the customer get at the information that is meaningful to them and, THEN, they are usually more than ready to have a well-trained, smart salesperson help make that sale happen. Relationship selling is what is all about and the idea of SURFACE is to help make the experience fun and interactive. Please make sure to log on to the link in my blog so you can see what SURFACE is all about. It's not ready for distribution yet-Microsoft tells me it will be Spring 2009 before it's available as an accessible product to the general public but you will start seeing it late fall or early 2008 in entertainment and retail venues that have worked with Microsoft on its development. Thanks for writing and I would be more than happy to help you with your immediate issues if you will please email me.
Bob Carouthers commented:
Furniture shoppers want knowledgeable, polite and agressive sales people who can help facilitate the role of decision makers in the home. They aren't that interested in technology when it comes to buying a table or a sofa. What ever happened to Jim Haggar? He was a power hitter at Rowe and helped hundreds of retailers improve their business. He understood ALL the issues facing furniture retailers and solved problems and I credit him with saving my business at a very difficult time. He just disappeared around 2000 or 2001 and was obviously important to Rowe as their rocket rise in growth began in late '92 when he first appeared at my store with the Rowe rep and Rowe's rapid decline began when Mr. Haggar left Rowe and apparently the furniture industry. Does anyone at Furniture/Today know where he is? I could use his expertise once again.
Bob Carouthers commented:
test
eNEWSLETTERS
OTHER HOME FURNISHING SITES
