US technology company Microsoft has launched its new retail solution to enhance the online and offline shopping experience for consumers.

The Microsoft Synchronized Shopping solution makes use of ‘intelligent Cloud technology’ and has been developed in partnership with its Gold partner Popcornapps.

The solution is developed on ‘Azure Cloud services, progressive web-apps (PWA) and geo-location-based services’.

The PWA is designed to be compatible with various form factors in iOS and Android devices and uses a Universal Windows Platform (UWP) application to interact with devices in-store.

It is currently being tested exclusively at the Harvey Norman Millenia Walk flagship store in Singapore.

Harvey Norman chief executive officer Katie Page said: “Customers must be able to make decisions holistically, especially in a digitally connected world. This has always guided how we curate our assortment of offerings, and it now shapes how we look at connecting online and offline channels seamlessly for our customers.”

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Using a tailored conversational AI-driven product adviser, shoppers can save time by avoiding navigating through all the choices when purchasing electronic devices.

The product adviser on the Harvey Norman website recommends devices tailored to customers’ requirements.

Microsoft worldwide sales, consumer and device sales division corporate vice-president Ami Silverman said: “Enabling great customer experiences is at the heart of our retail reimagined initiative, and this new intelligent edge solution is designed to break customer choice paralysis by providing a seamless online and in-store experience.

“Microsoft Synchronized Shopping marks the first of many innovative solutions that we and our partners will bring to market to transform the retail journey, and we are honoured that our longstanding partner Harvey Norman is piloting this experience with us.”