Digital in retail has evolved to a point where multiple digital devices must be integrated into the digital in-store strategy, including fixed digital devices, the consumer’s mobile phone and, in many cases, tablets utilized by store associates.
New York, NY (PRWEB) January 17, 2012
In conjunction with the kickoff of the National Retail Federation (NRF) conference in New York, Razorfish today announced the first ever Retail Experience Platform, code-named 5D. Available immediately as a Beta version, the platform enables the creation of an immersive and seamless digital ecosystem across several digital devices in retail environments. Razorfish is demonstrating this Beta product, which is based on the Windows Embedded platform, in the Microsoft booth #1337 this week at NRF.
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.
“Digital in retail has evolved to a point where multiple digital devices must be integrated into the digital in-store strategy, including fixed digital devices, the consumer’s mobile phone and, in many cases, tablets utilized by store associates. At the same time, it is imperative to contextualize the consumer journey by seamlessly sharing content and data across these devices to maximize consumer engagement and multi-channel sales,” said Shannon Denton, a President with Razorfish and executive lead over Razorfish’s Multi-Channel Commerce Practice.
According to Denton, as consumers or store associates engage with digital devices in store, the 5D platform automatically moves relevant content and data across the various devices, creating a personalized consumer experience that essentially ‘remembers’ the consumer’s journey and the products they engaged with.
Adds Denton, “This way if the consumer doesn’t purchase a product while in the store, the product information is saved to their mobile phone and it is available for purchase anytime through a convenient one-click process”.
The 5D platform is the next iteration of the Razorfish Touch Framework. The framework first launched in 2009 to allow the rapid creation of highly immersive digital experiences in retail environments on large screen touch displays.
“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.
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.
The 5D Retail Experience Platform is another innovation from the Razorfish Emerging Experiences practice, which was founded in 2009 as an R&D and innovation center for Razorfish.
Razorfish creates experiences that build businesses. As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences. Razorfish combines the best thought leadership of the consulting world with the leading capabilities of the marketing services industry to support our clients’ business needs, such as launching new products, repositioning a brand or participating in the social world. With a demonstrated commitment to innovation, Razorfish continues to cultivate our expertise in Social Influence Marketing, emerging media, creative design, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, Brazil, China, France, Germany, Japan, Spain, Singapore and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, McDonald’s and Starwood Hotels. With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas, Razorfish is part of Publicis Groupe’s (Euronext Paris: FR0000130577) VivaKi, a global digital knowledge and resource center. Visit http://www.razorfish.com for more information. Follow Razorfish on Twitter at @razorfish.