Until recently, it was difficult to differentiate one consumer technology store from the next in the US – they all sold more or less the same products and provided the same level of service.

Fast forward.

Today, many businesses are aggressively searching for ways to stand out from competitors, while earning consumer trust. In fact, electronics and technology retailers are looking to technology solutions companies to help boost their brand and in turn positively impact their bottom line.

One such store is RadioShack. It’s no secret that the chain has faced financial struggles over the past few years. To help revamp the 92-year brand, and as a part of its turnaround strategy, RadioShack wanted to reinvent its in-store customer experience and use technology to create buzz and excitement around the new, more relevant merchandise they were now offering to their customers. To realise it vision, RadioShack partnered with Infusion, a technology leader committed to accelerating and transforming business. This partnership gave rise to six new in-store customer experiences:
Interactive storefront window

An application is projected onto a storefront window and leverages multiple web-cameras to identify and track passersby.  The motion tracking functionality detects the consumer and the well known RadioShack “R-ball” logo “follows” their path. The logo cleverly ‘flips’ into a video window playing a product feature video when the passerby stops to engage. These features draw consumer attention to the storefront, as well as the brand and featured products.

Toy experience

This is an application that drives two sets of displays on either side of a display case. The display showcases remote control toys playing a video specific to each of the three toys, and tying into the RadioShack “Let’s Play” branding.

Product Showcase feature wall

A product showcase that displays three products of various types on a shelf that is situated below a large screen television. The application leverages a Windows Kinect device that is pointed towards that shelf and identifies when users interact with the products on display. The television shows a demo reel while not in use and displays a product video when the system detects that someone has interacted with it.

TV Wall

A continuously running experience that displays cable television until activated (when an anthem is triggered).

TV DIY experience

A continuously running experience that displays a demo reel until activated (when an anthem is triggered).

Anthem experience

A choreographed graphic element between all screens in the store, including the Storefront, TV Wall, DIY, Toys and Feature Wall.

The RadioShack concept locations now have a tech boutique feel that highlights “in-demand brands” like Apple and Samsung, with engagements that allow shoppers to find and compare products, touch-screen devices installed on the floor to make shopping interesting and playful, and with helpful, informative staff to assist customers.

This is just the beginning of the journey for RadioShack. The store understands that the real learning happens as soon as you deploy something and put it out it in front of the public. RadioShack now has a well thought out technology platform in its stores on which it can iterate and improve. All of the experiences, from applications to content, can be remotely updated. Metrics are constantly captured and monitored, and these are helping RadioShack to learn new things about its customers.  The experiences in store today are helping to define a coherent brand that is driving the business forward. The future is bright.

Jeff Dodge is senior account manager at Infusion

Originally posted October 30 Cream Global