Macy's, Nordstrom pilot 7-ft. 'digital storefront' inside mall

Shoppers inside a New Jersey mall can now browse products on a life-sized touch-screen monitor.

Westfield Labs, a division of the Westfield shopping mall development company, has unveiled 7-ft.-tall "digital storefront" tablets inside of Garden State Plaza mall in Paramus, NJ. The life-sized touch-screen monitors allow 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.

The tablet screens also allow customers to see special shopping events in the mall and mobile-shop from the screens. Shoppers can view an interactive map of where to find selected products in the mall, which makes the tool serve as a traffic-driver to brick-and-mortar stores.

The dual-sided display is 11 ft. wide, so up to six users can interact with the digital storefront at once. The display is maintained via cloud, which allows retailers to easily update the online items.

The new digital storefront pilot follows the company's test of a similar LED display which was constructed for the holiday season at the Westfield San Francisco Centre mall. That display featured three screens which sold products from Rebecca Minkoff, Toms and Sony. According to Lindsey Thomas, VP, marketing and communications, Westfield Labs, 50 percent of shoppers who stopped to view the tablets shopped and browsed through the retailers' interactive displays.

For more:
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