Mannequins mobilise marketing
Fashion retailers can’t get enough tailored tech right now, writes Maria Stadtmüller. While River Island has started tapping start-up talent, Ted Baker has gone the beacon route having installed the mobile wireless kit in mannequins in its London Westfield White City store. Potential customers already armed with the Ted Baker smartphone app who come within the mannequins’ range receive push notices with info such as prices and location of the brand’s apparel, along with links to purchase on the Ted Baker website.
Shoppers can also see more detailed photos and descriptions of the products, as well as save looks for later, share with friends and access offers.
Beacon provider Iconeme rolled out its enabled mannequins last year at House of Fraser Aberdeen, Hawes & Curtis in London and at Bentalls in Kingston upon Thames. “Research shows that customers already use their smartphones while shopping in store, but until now, the retail industry hasn’t realised the full potential of this,” says “Jonathan Berlin, co-founder of Iconeme.