Nordstrom
Virtual, Interactive Dressing Rooms.
Last spring, three students and myself were selected to represent Florida State at Kohl’s Headquarters in Milwaukee, WI to compete in the inaugural Kohl’s Invitational Case Competition. We had thirty days to develop a ten page business plan and a twenty minute presentation presenting our concept to improve the customer experience within a Kohl’s store using technology.
Jenna Gorman, who attended NRF’s BIG Show last year on behalf of Florida State, suggested integrating the touch screen interactive fitting room technology she had seen at the BIG Show January 2015. After researching this technology, we discovered Nordstrom, Rebecca Minkoff, and Nieman Marcus had already been using the virtual fitting room.
Jenna Gorman, who attended NRF’s BIG Show last year on behalf of Florida State, suggested integrating the touch screen interactive fitting room technology she had seen at the BIG Show January 2015. After researching this technology, we discovered Nordstrom, Rebecca Minkoff, and Nieman Marcus had already been using the virtual fitting room.
The retailer who stood out the most when we were researching the fitting room technology was Nordstrom because they were looking to morph Rebecca Minkoff’s into being possible on a much larger scale with higher amounts of inventory and product. How it works is with the tap of a customer’s finger, the dressing room mirror turns into an interactive touch screen. The touch screen allows the customer to flip through a catalog and indicate which items he or she wants in the dressing room. The customer inputs their cellphone number and the sales clerk texts when the fitting room is ready. When the shopper walks in the dressing area, the mirror recognizes the items and displays the different clothing on the screen ("‘Smart’ Mirror").
The mirror can not only suggest adding a statement necklace to an ensemble, but also can collect information about consumer shopping habits much like online sites do. The company’s president of Neiman Marcus stores and online said the mirror lets the retailer get specific information for the first time ever on who exactly is trying on a dress and buying it (Quirk).
The virtual fitting room technology has the potential to drastically increase sales while creating a unique customized experience for each individual. The part of the store where customers ultimately make their purchasing decisions is the fitting room. Whether its asking a sales associates advice, texting pictures to a friend, or just deciding they may not like it. The idea of showing much more merchandise at a faster and more convenient rate greatly improves the quality of each customer’s experience.
The virtual fitting room technology has the potential to drastically increase sales while creating a unique customized experience for each individual. The part of the store where customers ultimately make their purchasing decisions is the fitting room. Whether its asking a sales associates advice, texting pictures to a friend, or just deciding they may not like it. The idea of showing much more merchandise at a faster and more convenient rate greatly improves the quality of each customer’s experience.