As a result of the meteoric rise of e-commerce, retailers must get more and more engaging in order to keep people walking in the door. One way retailers are amping up their game? Fitting rooms are getting upgraded with new technologies that enhance, streamline, and personalize the consumer shopping experience.
Reformation’s minimalist stores function like showrooms — much like the closet from 90s-teen-classic Clueless — displaying only one of each item with touch screens to add items into fitting rooms in the customer’s preferred size and color. Dressing rooms, equipped with phone chargers and speakers, connect the technological and physical worlds by allowing shoppers to order more sizes, additional styles, and accessories via touch screens. Custom controls allow customers to change dressing room lighting options — giving customers the opportunity to try warm and cool light — to showcase how the item will look in different settings.
Reformation isn’t alone in its pursuit of fitting room perfection. Neiman Marcus’ partnership with Memomi created unforgettable shopping experiences by introducing smart mirrors in fitting rooms that can ping store associates for assistance, record short video clips and show video playback — so shoppers can see a 360-degree view of an item or compare outfits side by side — and are equipped with texting and social sharing, allowing shoppers to send videos to friends and family for opinions.
Designer brand Rebecca Minkoff introduced tech touchpoints in its SoHo “connected store” that aim to keep customers in the store longer. Items are scanned by radio-frequency identification (RFID) upon entering the dressing room and smart mirrors display product information, similar options, and allow customers to order more sizes, styles, and even complimentary drinks. Not only is the technology giving Rebecca Minkoff stores an edge over its competitors, but it has also successfully driven traffic and conversion — tripling in-store clothing sales since opening its tech-savvy SoHo store in 2014.
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