Smart dressing rooms and digital mirrors are coming to improve the customer experience in-store
Why the push? When customers enter the fitting room, the probability of purchasing an item increases up to 7 times and the mean value of their purchases are two times more than if they only go to the shop or decide to try on clothes at home.
While Rebecca Minkoff and Gap make use of virtual reality to replace fitting rooms while shopping in their apps, other masters of fashion opt for enriching their users’ experience in fitting rooms using the latest technology.
Providing interactivity is one of the main objectives for companies like Ralph Lauren or Tommy Hilfiger and retailers like Uniqlo, Neiman Marcus, or Inditex. It has been a little over a year since Inditex announced the important news that the Zara and Massimo Dutti main flagship stores would automatically scan a customers items before they enter a fitting room, which allows them to not only request a new size , but also discover other products that are visually similar and view whole outfits that incorporate the garment they’re trying on.
For masters of fast fashion, the most important factor in a fitting room is interactivity, and investigations point to this answer. People only enter the fitting room once, when they do, the conversion rate rises from 10% to 67%. For retailers, it’s especially important to find solutions for daily concerns like requests for a change of size, suggesting other options when there’s no stock, suggesting pieces to complement a look, etc; solutions that companies like Wide Eyes Technologies can offer thanks to their AI fashion solutions.
Interactive boards or digital mirrors, it doesn’t matter where the solution comes from. One thing that’s for sure is that future fitting rooms will be completely interactive. Smart fitting rooms are coming to improve the customer and shopping experience in-store.
