We’re currently working on an interesting piece of work for a UK retailer looking at the possibilities of using mobiles in-store to enhance various customer experiences, but particularly those around buying clothes.
Our friends at BRAND + COMMERCIAL told us about this app by US retailer Neiman Marcus.
In short, customers can use the app to engage with specific sales assistants, knowing which assistants are in-store at what time, communicating their favourite products (and providing staff – who have their own app – with purchase history, and a facebook photo of the customer), and making appointments where staff will have already pulled out specific clothes for customers to try on, making the experience more efficient.
Combined with a range of in-store features, such as pop up notifications by location (using in-store sensors) and QR codes to unlock trends and fashion information, there is a variety of things to keep customers happy and engaged.
More importantly, NM have managed to do something quite unusual: create a digital touchpoint that creates and facilities better personal interaction between staff and customers.
That’s true omnichannel retailing.