Bloomingdale’s está testando o uso do tablet em seus vestuários para diminuir o estresse de fazer compras e, ao mesmo tempo, aumentar as vendas.
Devoted online shoppers may soon have a reason to return to real-life retailers. As part of a tech-endowed new strategy, a major department store has started making its fitting rooms a whole lot smarter.
In Century City, San Francisco, and Palo Alto, CA, Short Hills, NJ, and Garden City, NY, Bloomingdale’s has installed wall-mounted Apple iPads in its dressing rooms as part of a smart-fitting testing phase. The tablets connect to the company’s inventory-management systems, and can locate garments in store, as well as throughout its multimillion-item inventory network. In dressing rooms or their surrounding areas, a customer or a store associate can use an iPad to scan items and check for available sizes, colors, and reviews by other customers. The tablets also prompt customers with suggested outfit-building items, and can summon sales associates in pursuit of different sizes and styles.
“The problem we are trying to solve at Bloomingdale’s is age-old,” says R.B. Harrison, chief omnichannel officer at Macy’s Inc, to Fortune. “You’ve got a customer sitting half-naked in the fitting room and wanting to try a different size. This is technology for a common problem customers have.”
As Fortune reports, the initiative is “part of a bigger push by Macy’s Inc. to best its competition at integrating analog and digital shopping experiences;” similar inventory programs have helped Macy’s to beat out sales by fellow department stores J.C. Penney and Kohl’s by using unsold, in-store items to supplement its online inventory. Like other clothing retailers, Macy’s is also looking to combat sales lost to online shopping by bringing the conveniences of technology into its stores.
If the tablet system passes its testing phase, Bloomingdale’s stores nationwide may embrace the method, Macy’s explained in a September 2014 press release. Other tech upgrades planned as part of the company’s emerging omnichannel strategy include enhanced shopping apps, an image-enabled search tool for tracking apparel, mobile e-wallets, and Tabletop Builder, a program to mix and match table settings for a well-coordinated wedding registry. Terry J. Lundgren, chairman and chief executive officer of Macy’s, Inc., comments on the company’s tech-filled strategy:
We will continue to test, to learn, and to proceed aggressively with new ideas that excite our customers and that make shopping more convenient and fun. Our goal remains to help our customers shop whenever, wherever and however they prefer, and to use the entire inventory of the company to satisfy demand.
In June, Telegraph reported on a new fitting room supplement created by Avanade and Accenture in collaboration with Microsoft (above). The system uses radio-frequency identification (RFID) tags, which transmit info through electromagnetic fields. When a customer enters a fitting room with a selection of clothing, the garment tags transmit information — such as style, size and color — to an antenna in the fitting room. The customer can then view the item details on a touchscreen, request different sizes and colors, and receive suggestions for complementary items.