Calvin Klein (NYSE:PVH) has rolled out an interactive denim fit experience at the Macy's Herald Square store in New York City. The technology, created in partnership with Creative Realities, will soon be rolling out at 18 other Macy's locations nationwide.
Calvin Klein's interactive touch display and sales assistance applications will help shoppers navigate through the daunting denim category. Using virtual sales assistants, visitors at the flagship Macy's can explore the brand, shop its offerings and learn more about the denim merchandise. The center features a 75-inch Samsung touch display powered with customized content.
"Important to the initiative was that we wanted to faithfully represent the voice and essence of the Calvin Klein brand, known for its sophisticated and modern denim styles," said Paul Price, CEO of Creative Realities. "From the start, we worked hand-in-hand with the CK team to establish a strong bridge between their retail merchandising efforts and marketing technology systems, to seamlessly integrate the right digital elements (including Internet-based media and mobile applications) into the aesthetics and attributes of the brand. It was a remarkable feeling when the implementation was completed; we knew we hit a home run in terms of how this would bolster the in-store experience."
The strategically placed interactive displays feature fresh, streaming content and high-definition graphics which help to inspire customers. The technology even offers complementary and related product purchases. And once items are selected, virtual sales associates can locate a particular size, fit, color and style in the store.
Other retailers are also experimenting with interactive displays as a way to better the customer experience. In spring, a mall in Paramus, New Jersey, unveiled 7-ft.-tall "digital storefront" tablets. The life-sized touch-screen monitors allowed shoppers to shop and scroll through products from retailers located inside the mall, including Macy's (NYSE: M), Nordstrom, Ann Taylor (NYSE: ANN) and more. More recently, three Best Buy locations received makeovers that included the installation of interactive displays.
-See this Creative Realities press release
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