Ted Baker – a British clothing retail company – has installed an interactive technology in Westfield store in London to make mannequins to communicate with consumers.
This technology is called VMBeacon (or beacon) and installed into each mannequin or visual merchandising product. It transmits information programmed via a web-portal. The VMBeacon was developed by Iconeme, a technology and design company and works with a Iconeme free app on mobile devices. To communicate with mannequin a consumer has to be within 50 metres inside or outside the store.
To use this technology and interact with mannequins you need to download Iconeme app for iOS and Android. After the access, the app invites users to view more detailed photos with product description on display including price and links to buy the items online or directly in the store. Moreover, it is possible to share the products, save looks to use later and to find special offers and rewards.
To make shopping experience of the consumer more effective, mannequins are available for 24 hours. So you can find necessary information at every moment and to shop online directly from the window with mannequins when the store is closed.
The VMBeacon was installed in some British stores such as House of Fraser’s Online Store ad Aberdeen, Hawes & Curtis in London and Bentalls in Kingston upon Thames.
This app is an excellent way to be in touch with clients, it enables to understand better their needs and desires, have feedback of the sales products and can help improve service and enlarged sales. And what do you think of this innovation? 🙂
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