How is digital going to change our experience in retail stores?
Traditional shopping is in transition: virtual reality applications, Ipad for sales persons, virtual fitting rooms, etc. Currently, the new trend is to have high-tech equipment in stores to better answer customers’ needs. People under 35 years old buy more online but they still like in-store physical experience. That’s why it’s important today for brands to think online and offline together in one 360° strategy. This will improve the customer experience. This experience is called “Phygital”, a fusion between “physical” and “digital”. It’s a marketing term used when a brand brings digital in store in order to create a homogeneous experience with the customer (for example with an Intelligent Mirror). The goal is to attract new consumers and develop the business strategy.
What is an Intelligent Mirror?
A smart mirror is an high-tech mirror which works with virtual reality. People can look at their reflexion in the mirror and interact with the digital touch screen. This mirror works with other technologies like RFID for example: Radio Frequency Identification. It’s a technology put on store products that allows the company to identify the product, to see its journey in the shop and even know the stock levels on this reference.
Other functionalities of the Intelligent Mirror:
- Possibility to change the light of the fitting room to see you in different hours of the day: nightclub, day, evening, etc.
- Call a stylist to receive advice or suggestions to complete the outfit
- Record option: creation of little videos of the consumer trying the outfit. Possibility to share it on social networks or send it on your phone. This is an important point, because mostly everyone asks advices to friends or family before buying clothes. Furthermore, for a brand, succeed in making the consumer sharing its content is one of the goal of social networks strategy.
- No need to try all the colors of clothes to see which one fits you better, with this intelligent mirror, you can see you in moves wearing the outfit in all colors. Watch this video to see concretely this last point (min 00:39).
To conclude, what does it bring to companies?
First of all, these connected fitting rooms improve the customer experience in-store (personalization, speed of purchase, interactivity, etc). It also permits to the brand to place product she wants. At a logistics level, it helps the shop to better know its stock and to avoid consumers always asking if they have one item. This information is given to the client. Moreover, the brand can collect data on the consumer (phone number, social networks, purchases,…) but mostly on the products. In fact, companies with this technology are able to know exactly the conversion rate on each item; the time consumers spent trying it, etc. All these stats are really important for the company to improve its offer.