Wind Mobile is digitizing its in-store conversation. Working with its digital AOR, Toronto-based Trapeze, it’s rolled out Microsoft Surface, a multi-touch interactive table, of sorts, customized and implemented as a core feature in most of its retails locations across Canada.

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

Constituting the largest distribution of the tech in Canada, Wind is using the Microsoft Surface as a tool in order 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 actually 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.’