When you walk into Clo wine bar in Manhattan, the first thing you notice isn’t the way technology maximizes a small space. The first thing you notice is the center table.

Interactive tabletop

The long table appears to be composed of multiple touch screens that allow customers to scroll through the bar’s wine list. What kind of technology is inside the table? There isn’t any. It’s a regular white coriander countertop. The technology is embedded in the ceiling above.

Three ceiling-mounted projectors turn the tabletop into a showcase of digital wine bottles. An infrared sensor (also in the ceiling) tracks customers’ hand movements, enabling them to scroll through the different choices. When a bottle is selected, its image is enlarged and information about that particular wine — such as the cost, year it was made, where it was produced, and tasting notes scribed by Clo’s sommeliers —  is displayed on the table.

According to Hunter Tura, managing director of 2×4, Inc., the design firm that designed Clo, the interactive tabletop was “a way to . . . advance the self-guided nature of exploring the wine selections.” (The architect of record was Gensler and the technology was developed in association with Potion). The self-guided nature Tura mentions is also demonstrated by the way Clo serves wine.

"Enomatic" wine dispenser

When customers enter the bar, they run their credit card with a sommelier and receive a branded Clo card. The Clo card keeps track of which wines they’ve tried and how much they’ve spent. Customers swipe the card at one of the self-serve “Enomatic” wine dispensers and make a selection (think high-brow vending machines). The dispensers, which line the walls of the space, then fill their glasses with tasting pours.  

By integrating technology with design, Clo adds new functionality to conventional fixtures. The table becomes interactive and educational. The walls become self-serve displays. The result is efficient service and a memorable experience.

(Thanks, Brian Smith)

LA Kings' Ice Rider

Many brands create exciting in-store experiences with design and entertainment. Unfortunately, some of them fail to convert that excitement into sales. Often, it’s because the point of purchase is hidden or disconnected from the otherwise engaging in-store experience.

To sell hockey tickets, the Los Angeles Kings knew they had to make their point of purchase more visible. They created a branded ice cream truck that is one part road show, one part traveling ticket booth.

The truck, called the Ice Rider, is decorated with flashy team logos and graphics. It parks at public events and attracts people with free ice cream and entertainment. On one side of the Ice Rider, there is a giant plasma screen where visitors can play Xbox. On the opposite side, mounted flat screens air Kings’ highlight footage. There is also a green screen photo booth operated by a street team. People who have their photo taken receive it in an email that links to a branded website.  

Amidst the entertainment, the truck lets fans buy game tickets from an on-board kiosk. There is no separation between the point of purchase and the entertainment. The Ice Rider gets fans excited about the Kings, and gives them the opportunity to buy right then and there.

In case of "fear attack."

Not all barriers are physical. In the airline industry, one of the barriers standing between carriers and prospects is fear. Fear of flying. According to The New York Times, 40% of people have flying anxiety. Some people’s anxiety is strong enough to keep them from flying at all.

Virgin Atlantic saw this barrier as an opportunity. If they could help people overcome their fear, they’d win business from, and build loyalty in, customers no other airline could reach. To do this, Virgin created an iPhone app, “Flying Without Fear.”

The app, which costs five dollars, includes two videos: one, an introduction from Virgin founder, Richard Branson; the other, an eleven-minute explanation of the in-flight experience, from takeoff to landing. The app also includes relaxation exercises, answers to common questions, and a “fear attack” button to alleviate midflight anxiety. (Hitting the button triggers a breathing exercise and message that reads: “This is natural. We know you’re scared. You will be ok.”)  

By using the app, is there any doubt that people taking their first successful flight will remain Virgin customers for life?

All brands should take note. Consider finding spots where your prospects and customers suffer. Ask yourself: “How can I help them get over their difficulty?” and “How can I do it in a way that’s practical for my business?”