Technology and fashion... my favourite combination! Yesterday as a member of The Creative Quarter, I got invited to attend Retail Assist's Nexpo experience with Karen Millen, an exclusive pop-up store event at Hoxton Arches in Shoreditch. Retail Assist technology has collaborated with retailer Karen Millen and pop-up event Nexpo (aiming to enhance the customer's journey). The pop up store reflected a realistic store environment and before getting the chance to hear all about the exciting concepts, we had the opportunity to experiment with the different types of technology dotted around the mock up store. At a first glance, the thing that stood out to me was the delayed mirror! But i'll go on to explain a bit more about that later! All the technology included within the experience was provided by a number of retail IT companies including Adyen, Catalyst, DB Pixelhouse, Enactor, Inovretail, Vista and Vodat.
To kickstart the technology tour, we were given the "customers experience" and how the technology benefits them:
1- RFID Tags, do your own research
What does this stand for? RFID stands for radio frequency identification, which means the technology has automatic identification and can identify objects carrying tags when they get scanned. This is beneficial because if you like the look of an item and would like to see how it fits, you can scan this item and on a big screen you are able to see the catwalk video. This is especially useful for male shoppers who are looking for presents for their partners or female family members. With the RFID tags, you are also able to see additional information on the product that you are unlikely to get from normal instore experiences. This could offer you reviews from other customers, similar items and items that could be paired with your chosen garment.
2- Delayed Mirror
When shopping alone, I always like to have a second opinion before purchasing an item. This is when the delayed mirror becomes our saviour! This will be placed in the changing rooms and you are able to:
-Request a new size
By selecting your item on the screen, you are able to request the size that you would like. This request is then sent to one of the staff members via a watch. On their watch, they can then accept the request and you will receive a message to say help is on its way. The new item will then be brought to the changing room. How clever!?
- Pay from the changing room
If you are happy with your new size, you can purchase items from the changing room making your experience quick and easy.
-Make your own catwalk
The delayed mirror also enables you to take images/videos of yourself in the clothing which can then be sent to a friend/family member via email or social media. Now you're probably thinking, what happens to the images on the device? For privacy regulations, all images taken on the device are deleted in store.
3- Payments can be made anywhere
All staff have a tablet device with them at all times. This is the new till, all transactions can be made on this one tablet, there is a card machine slotted in the back and each member will have a mini handheld scanner. Customers are also able to get their purchases sent home free of charge.
4- Quick and easy checkout
If you are a returning customer, the system will have all your details stored (address, dress size, transaction history, wish lists etc.) This makes your checkout experience stress free.
Here is the "retailers journey" and why this makes the retail industry more efficient:
1 - Processing deliveries
All expected deliveries will be processed through the tablets. With the handheld scanners, you scan each of the boxes and this matches up to the tablet so you can see if you have received all your deliveries.
2- Stock enquiry
With the tablet you are able to check the price history of an item (for example if it has been put in the sale). You can also check globally where the item is being stocked, this is especially helpful for international customers.
3- Demographic profiling
Smart scan enables retailers to view analytics such as age and gender. The scanner detects all the customers and you are able to read the specifics of customers entering the store.
4- Detectors
Window detectors detect the activity outside the store, the ratio of people entering the store against people waiting outside or looking at the visual merchandise. This allows retailers to know if their windows are gripping and if not, find out why. There are also detectors inside the store to see what part of the store has the most activity, what zones do people use most and what zones are people avoiding.
I hope Retail Assist's future of technology has impressed you as much as it impressed me!! This is the future of retail and the way forward for both customers and retailers!
To find out more, visit: http://www.retail-assist.co.uk
Thanks to Retail Assist and Karen Millen for sharing their insights.
Photo Credit - Chloe Ferdinand
