These new interactive tables are being trialled in the US as part of retail display project. When shoppers place their hands under the light or move products from an interactive table they are given a set of options including reviews, product details and sizes.
As much as advanced search options for sizes and design make it easier to buy something such as shoes online, it is still difficult to imagine how well something will fit or look once it comes in the mail. By translating the reason that people shop online into the real world it combines what is desirable about both retail and online shopping. It makes people more inclined to visit brick and mortar shops while also immersing them in a digital experience. Products no longer sit passively on a shelf but are surrounded by context that makes deciding on purchases easier. Shoppers can both try the products first hand while also having knowledge about the products at their fingertips.