British fashion retailer Ted Baker announced the launch of in-store mannequins that can communicate with customers via mobile.
Shoppers who download the free Iconeme app to an iOS or Android device can then interact with mannequins outfitted with beacon technology while shopping at the Westfield White City store in London.
When a customer with the app is within 50 meters of the Bluetooth-enabled mannequin, the store can push notifications such as details about clothes and accessories, including where the item is located in-store and the product's price. The platform can even push links that allow the customers to go directly to the Ted Baker website to purchase the item. Shoppers can also see more detailed photos and descriptions of products, save looks for later, share with friends and access offers and rewards. Since the technology works 24/7, customers can access information by window shopping after hours.
"Our customers are at the core of everything we do and we strive to ensure that their shopping experience is as seamless and engaging as possible," said Scott Taylor, CRM manager at Ted Baker. "We believe that shoppers want to be able to access the latest technology and use their smartphones while in store, and this new venture will enable us to build on and enhance our customer journey. From today, we're launching this new technology in our Westfield White City store, with further roll-out planned in the near future."
The retailer can choose what information is made available, and has access to analytic reports. The reports include shopper details from age and gender to location and outfit chosen. Shoppers also have control as to which of their details are made available via a privacy setting.
When it comes to beacons, giving customers the control to set privacy options is important as retailers need to carefully balance relevance and privacy. Though beacons are a relatively inexpensive and trusted in-store technology, brands can come across to shoppers as being too pushy, which can backfire and cause app usage to drop.
-See the Iconeme website
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