How Technology May Change The Dressing Room Experience
In the story of Snow White, the magic mirror held great power. Oh, to have a mirror like that on a shopping trip!
I don’t know about you, but I have to psych myself up when shopping for clothes. I despise trips to the dressing room, especially if I end up shopping at more than one store. The process of undressing, trying on clothes, and then redressing is maddening! Because of this, I tend to overload my trip to the dressing room with different sizes and color options. Nearly all of us can relate to being situations where you love the style or color of an item, but the size wasn’t quite right. Yet, unless you have a friend or family member that can fetch another one, who wants to get redressed to go back out onto the sales floor only to have to go through the undress/try on/redress process. Get the picture?
But, there are some cool technology advancements just around the corner that may make the trip to the dressing room less painful and…fun!
Nordstrom is testing smart mirrors in the dressing room that have the ability to act as a website. With the tap of a customer’s finger, the mirror turns into an interactive screen, effectively creating smart fitting rooms. The intent is to bring technology into an area (the dressing room) that is normally not automated, but highly influences the consumer’s buying decision. Additionally, Bloomingdale’s is adding mounted iPads on the wall of their dressing rooms. Bloomingdale’s solution is not quite as sophisticated or high-tech as interactive mirrors, but it’s a step in the right direction. With this technology, customers can scan bar codes to find colors or sizes and to see what’s in stock. Additionally, they can request an associate bring an item to them without having to leave the dressing room.
How about not even having to get undressed at all to try on clothes? Yes, it maybe possible. Emerging retail technology is considering how holograms can play into the dressing room experience. British digital agency Engage created a Virtual Style Pod that scanned shoppers and created a life-size image onto which luxury clothing from brands like Alexander McQueen and DKNY were projected. Now, that’s pretty cool stuff!
But, this technology is not just about making the shopping experience more pleasant for the customer. Retailers are learning how to use their brick and mortar stores to service customers like never before. As customers shopping preferences shift to more digital avenues, retailers are figuring out how to integrate their physical store locations into the digital shopping experience.
It looks like having a “magic mirror” maybe quite possible after all. I for one cannot wait for the dressing room revolution!
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