Rebecca Minkoff merges digital, physical

Rebecca Minkoff will launch two new stores this month in New York and San Francisco, both enhanced with new retail technology developed by eBay's retail innovation team.

Each store will be equipped with oversized, high-definition display screens so that customers can browse merchandise, see runway footage and then select items to try on, reported the Sourcing Journal. Shoppers can even be alerted via text when a fitting room becomes available.

Once inside a dressing room, customers can request additional sizes or other assistance by using touch screens embedded in mirrors. These same screens suggest other clothing and accessories that go well with the merchandise already in the fitting room.

When ready to purchase, customers can make the transaction right in the fitting room using an iPad. The platform accepts PayPal or traditional methods of payment.

This new technology-driven physical store goes beyond the consumer interaction into inventory. RFID technology, powered by eBay, will measure and keep track of inventory. In addition, infrared sensors on the ceiling will keep data on which products on the display screens get the strongest engagement.

During this year's Shop.org Summit, Emily Culp, senior VP, commerce, marketing and retail at Rebecca Minkoff, spoke of the importance that digital plays in the changing landscape of physical stores. She compared brands to content publishers. "There is interesting content in each channel that can stand alone, but can also serve as a ladder up as part of a larger story," she said.

Rebecca Minkoff, on the forefront of digital and physical integration, has been partnering on other technology-driven initiatives, including working with Westfield Labs, a division of the Westfield shopping mall development company. The company tested an LED display last holiday season at the Westfield San Francisco Centre mall featuring 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:
-See this Sourcing Journal article

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