To give customers more hands-on control and interaction in what was often perceived as an intimidating and confusing purchase journey, Carphone Warehouse came up with Pin Point, the UK’s first tablet-based customer experience in a high street store. Pin Point combined technological innovation with in-store expert advice to create smarter comparison across the widest range of mobile phones and tariffs on the market. A clear and distinctive user interface built transparency into the transaction while also helping the customer to keep track of where they were in the sales process. Allowing the customer and sales assistant to stand side by side helped to gain the customer’s trust by giving them more reassurance that they were involved at every stage in the co-building of their package. The Pin Point experience drove Net Promoter Score ratings – likelihood to recommend Carphone Warehouse to others – by an impressive 17 points, and won Metapack Customer Experience Technology of the Year at the BT Retail Week Technology Awards in 2014.