This is a little bit cool, a little bit creepy, and a little bit “Minority Report“. Razorfish Emerging Experiences group has prototyped a next gen retail experience that uses Bluetooth Low Energy (BLE) indoor location-based tracking to serve up content to your smartphone, or live screens in proximity to you as you shop. By taking advantage of your smartphone’s connectivity, Razorfish was able to see movements and identities of smartphones throughout retail environments. With this information they were able to gather data on who you are, when you entered, where you went, where you lingered, and when you left. Using this data, they were able to serve up relevant content to the shopper.
Razorfish is exploring using Bluetooth Low Energy (BLE) indoor position tracking to help integrate mobile experiences into a physical retail space. While the idea of pushing advertising, and other content to my phone is a bit creepy, there are other uses that Razorfish points out. Things like wayfinding systems to help guide shoppers through a crowded store or to less crowded checkout lines. In addition they point out that you could use the service to signal for in-store assistance. For a full breakdown on the project click here to go to the Razorfish site.
Last week I was traveling through San Francisco International airport so I had the privilege of seeing this first hand. It’s pretty amazing in person and the photos do not do it justice. Razorfish has created an immersive experience that tries to recapture the golden age of travel, before jetliners became the Greyhound busses of the skies.
There are three total components to the entire experience; an interactive and real time large scale projection, the multi-touch kiosks, and the mobile component. “Flight Deck” Featuring massive digital displays customers can see real-time flight information and updates, and interact with 6 touchscreen kiosks that feature interactive content about the San Francisco bay area, and the destinations the airport serves world wide.The entire service is connected to a mobile service allowing travelers to be connected even on the go.
While the primary experience lives at Terminal 3, with the projected visualization functioning as a beacon calling on all SFO guests to contribute to the global SFO travel story, the total experience extends beyond SFO in the end. If you are traveling through San Francisco and have the time, I highly recommend stoping by to see this. For more info on Flight Deck, click here.
About a week ago at the Cannes Lions International Festival of Creativity, Razorfish Emerging Experiences Lab debuted our their latest creation, the KinectiChord. KinectiChord is a multiuser, multisensory experience that blends physical and digital experiences in an unexpected and delightful way.
The device was on display in the Microsoft Advertising Beach Club over the course of the festival and participants were encouraged to interact with the device. The KinectiChord experience allows multiple users to see, hear and feel technology like never before. It’s a really nice blend of art and technology that extends the overall user experience. It’ll be interesting to see where Razorfish takes this in the future.
While parts of this video might seem like an impractical way to experience a shopping experience, I guarantee you this is in your near future. As smart phones, tablets, interactive signage, and devices like Microsoft’s Surface and Kinect become more ubiquitous, this kind of experience will be more common. The example below centers around shopping for clothes, and actually eliminates trying things on. I doubt that step will ever go away, but this kind of digital interaction combined with real world experiences is coming.