How the Smart Fitting Room revolutionises the shopping experience and at the same time provides retailers with important insights into customer preferences - a store highlight for customers and retailers alike.
Really clever: The Smart Fitting Room is appreciated by customers and retailers
Usually, the fitting room is the place where purchasing decisions are made by customers. That is enough reason for fashion retailers to leave nothing to chance. The “Smart Fitting Room” offers possibilities of real customer interaction and to gain additional competitive advantage by meeting the exact wants and needs of today’s shoppers.
However, the “Smart Fitting Room” not only changes the shopping experience for customers, it also provides retailers with important insights on customer preferences.
It’s a highlight in the store for both the customer and the retailer.
Benefits for customers
Via integrated sensors, the Smart Fitting Room identifies the exact articles a customer brings into the fitting room. On screens or mirrors, it then indicates which colours, models and sizes are available directly in the store, in the web shop, or in other stores. Similar to ecommerce, customers receive recommendations for suitable articles based on their preferences, and can browse through the full range of articles, check article availability in real-time and request that sales personnel bring specific articles directly into the fitting room via a call-for-assistance function. The customer perceives this digital shopping experience as the merging of different sales channels. The store, with all its multisensory impressions, presents itself as also being “online” and therefore ensures a completely positive customer journey in the long run.
“Smart” for the customer
- Shows different product combinations
- Makes product recommendations
- Article availability check
- Shows full range of articles to browse through
- Additional information, videos, social media integration
- Customer-friendly fitting (Article-Bring-Service)
- Enables digitally supported purchase decisions
- Direct reservation or ordering of articles
- Different delivery options (delivery to home address, from another store, etc.)
Benefits for retailers
With the Smart Fitting Room, retailers recognise the potential for up- and cross-selling and use this opportunity to drive the digital transformation in the store through modern forms of communication between customers and the sales personnel. In particular, young fashion brands of the smartphone generation can use the Smart Fitting Room as a powerful tool for the enhancement of customer loyalty. Customer requirements like “ship-from-store” or recommendations in real-time on social media platforms can help retailers stand out from the competition. Small stores situated in expensive A-locations are able to present their full range to customers – an opportunity for additional sales.
What’s more, the Smart Fitting Room provides valuable data: e.g. which articles are often tried-on but rarely bought. The consideration of customer preferences increases the retailer’s “operational excellence” making it possible to offer customers what they really want. In addition, analysis also supports merchandise optimisation.
The concept of the Smart Fitting Room can also be expanded for future personalisation. When logged into their account, customers can receive offers based on their individual fashion preferences.
“Smart“ for the retailer
- Promotes up- and cross-selling potential
- Interactive dialogue between customers and store personnel
- Shows full range of products (Virtual-Endless-Shelf)
- Retail analytics: insights on customer preferences
- Increased operational excellence, optimisation of merchandise plan
- Omni-channel: Integration of online and brick-and-mortar retail
- Engagement with store and brand
- Personalised customer offers
The challenge of today’s modern retail is to get customers in the store. This enhances a retailer’s chance for “conversion”. The Smart Fitting Room, with its integrated services, is the perfect tool for that.
More from the blog
Just smoke and mirrors? Breaking down the business case of Smart Fitting Rooms
Smart Fitting Rooms are finally live in the retail market. So what exactly are they, what do they do, and what kind of value do they add to retail business?