We’re seeing an explosion of technology in the retail market, with everything from drones to self-kiosks helping customers make better and faster purchasing decisions.
This year, the smart mirrors have made their debut into fitting rooms across stores making the dressing room less of a trial and streamlining the customers’ ability to find sizes, and colour options easily.
Let’s take a look at which retailers are leading the fray in implementing this new technology and how.
Neiman Marcus is one of the forerunners in implementing a Smart mirror in their dressing rooms. Called the “MemoryMirror”, the product helps customers shortcut the process of trying and retrying on clothes in the dressing room. In addition to showing you a 360-degree view of yourself wearing your chosen outfit, the MemoryMirror will show you wearing different outfits to compare how you look in each side-by-side. You can even take photos of what you are trying on and share it on Facebook or with friends for an opinion before purchasing.
Ralph Lauren’s smart mirror is also located in the fitting room with the objective of improving on the dressing room experience. The smart mirror can recognize what is brought into the room through RFID tags, offer more product information and recommend other products that would go with the outfit. Customers interact with the mirror, and can select
sizes, see colors and availability of what they are trying on, and even request a Ralph Lauren employee to bring a particular outfit or size right to them.
Customers first flip through a touchscreen catalog and pick out the items they would like to try on. Once the outfits have been delivered to the fitting room, the customer gets an alert on their cellphones. In the dressing room, the smart mirror recognizes the set of outfits you’ve selected for your fitting session and displays colors, sizes, lighting change options for daytime and evening looks. The mirror can also save the outfits you’ve tried on so you can purchase it online later. Rebecca Minkoff CEO Uri Minkoff said the technology is increasing the number of items shoppers purchase by 30 percent.
Nordstrom has started testing out smart mirrors in some fitting rooms. Once you try on a product, you can use the mirror like a website to look for other related products, read reviews or just choose color and size options. You can also have a store employee bring the product to you in the dressing room.
While most retailers are playing their smart mirrors on the walls or in their fitting rooms, Lululemon’s can be found on the floor and are being used to act like a digital community board for their customers. Lululemon’s smart mirrors offers shoppers a way to interact with its concierge service, while connecting them with places to see, eat, or sweat in the surrounding area. An employee updates the mirror with classes, restaurants, and events happening in the community. Lululemon’s also has what it calls, “Yoga Smart Mirrors”. Customer can stand in front of the mirror, and it will guide the user in a variety of yoga poses.
At Burberry’s most digitally equipped store in London’s Regent Street, there are mirrors that are able to play digital content when shoppers are trying the clothes on. These screens showcase runway footage and exclusive video content based on what the shopper selects.
According to Persistence Market Research (PMR) analysis, the global smart mirror market is projected to expand at a healthy CAGR of 10.70% in terms of volume during forecast period 2016–2022.
But what will be interesting to watch is how inventive retailers utilize this technology to their customers benefit.