Wind Mobile stores bring Microsoft to the table

Canada's newest wireless carrier jazzes up its in-store conversation with customers by adding Microsoft's new 'Surface' product to its in-store displays.

Wind Mobile is digitizing its in-store conversation.

Working with its digital AOR, Toronto-based Trapeze, the company has rolled out Microsoft Surface, a multi-touch interactive display that has been customized and implemented as a core feature in most of the brand’s retail locations across Canada. Resembling a table but performing like a computer, the displays allow consumers to browse products using natural hand gestures to navigate pages.

‘It provides a compelling opportunity for Wind to engage in real time, person-to-person conversations with customers in their store environment,’ Trapeze CD Mike Kasprow says of the new technology.

Constituting the largest distribution of Microsoft Surface in Canada, Wind is using it to enable customers to compare devices and plans side-by-side. Future versions of the application will concentrate on customizing devices and services.

‘This was very much supposed to be a sales tool, a conversation tool, and that’s the way our guys have been training, that’s the way they’re using it,’ says Chris Robbins, chief customer officer at Wind. ‘I’ve had a couple of conversations with Microsoft about this and we’re probably the most advanced in terms of actually using it as an engagement tool in retail as opposed to just a wow factor.’

Wind Mobile officially launched mid-December after a lengthy battle with the CRTC over foreign ownership regulations. The company now has stores in Toronto and Calgary with plans to expand nationwide.