Barneys New York has announced a new personalization platform to offer consumers a unique in-store digital experience at its new flagship store in downtown Manhattan.
Using Relevance Cloud technology from RichRelevance, consumers can have access to a digital experience and editorial content. The first luxury retailer to integrate iBeacon technology with the Relevance Cloud personalization platform, Barneys will connect online and offline behaviors and preferences to help sales associates better service clients using a mobile app.
Customers using the app have instant access to information and entertaining content, and associates have better background information on brands.
"The customer experience in this store runs parallel in importance to the design, product and historic location," said Barneys New York COO Daniella Vitale. "We want the customer to feel as though anything is possible when they walk into the store. With the seamless integration of technology, our incredible staff, and a deep appreciation of our customer, we really do feel that everything is possible."
As visitors move about the store, they will receive relevant content in the form of videos, look books and designer interviews. The opt-in app also delivers personalized notifications when a shopper nears an item in their mobile shopping bags or wish lists.
The Relevance Cloud also offers a new clienting app that connects the consumer with product and inventory data to deliver recommendations based on order history. It also provides associates with endless aisle capabilities.
"Luxury shoppers expect a premium experience and personalized service at every touchpoint. By extending the Relevance Cloud into the store, Barneys has become the first luxury retailer to use iBeacon technology content and consumer insights to bring a more personalized and editorially driven experience to customers everywhere they shop," said RichRelevance CEO and President Eduardo Sanchez.
Several other retailers are testing the advancement of iBeacon technology including Walgreens, which launched a test of the technology in 2014 to track shoppers inside stores and send digital incentives to their smartphones, and Apple, which launched iBeacon in all of its stores back in 2013.
- see this Barneys press release