Retail businesses today face a massive challenge. In our über-connected world, consumers have access to endless shopping choices. Comparing prices or ordering online just requires a quick Google search. In fact, 80% percentage of shoppers report that they compare prices online when shopping in-store. So how can brick-and-mortar retailers continue driving sales in-store? One solution is to bring digital experiences into the physical store.
Microsoft and XOGO unveiled the first Surface Premium retail experience over the weekend, at a Sundan store in Beijing’s renowned Sanlitun shopping district. A continuation of the popular Surface Table retail fixture, Surface Premium is a Microsoft “store-within-a-store” that allows consumers to test drive the latest Surface Pro and Surface Book hardware, along with the all-new Surface Studio, Surface Laptop and related software.
The retail sector has become a very competitive environment in recent years. Online competition has changed the game significantly, yet traditional brick and mortar stores still have their place, particularly for products that require trying-on or test-driving to some extent. So if you’re one of the world’s largest technology companies, how do you architect a retail model that not only brings traffic into stores, but also engages people and provides an experience that they’ll remember after they’re done shopping? For Microsoft, the answer is XOGO.