Customised Contextual Tech Upgrades Barneys New York
US department store Barneys New York has augmented its new flagship in Chelsea, NYC with a state-of-the-art, personalised in-store shopping experience combining big data, beacon technology and contextual commerce.
Powered by RelevanceCloud – a cloud computing technology developed by US retail technologists RichRelevance – Barneys is marrying users’ preferences and purchase histories (both on and offline) with its website content and inventory.
When shoppers holding Barneys’ app enter the store, they’ll receive multimedia content (sourced from its editorial blog The Window), personalised recommendations and offers sent straight to their smartphones – all based on information stored on their customer profiles.
While the personalisation platform chooses the content, it’s the location-based beacon technology that ensures customers are notified at the appropriate times – for instance, when passing a product they’ve saved in their wish list.
For sales associates, an accompanying ‘client’ app sends alerts when frequent or high-value shoppers are in-store, displaying their profile and relevant suggested products, additional content and inventory data. The app resides on staff iPads, which double as mobile checkout points – all are enabled with Apple Pay.
With 94% of global retail executives stating their consumers are increasingly demanding a personalised approach to shopping both online and in-store (PWC, 2016), the initiative is well timed.
For more on the power of editorialised and contextual retail, see Contextual Commerce, Powder: Personalised E-Mag-Tailing and Gap’s Contextual Loyalty App. For more on dynamic, targeted sales prompts, see Sales-Boosting Beacons, Reactive Retail and Elle’s Geo-Retail ‘Shop Now!’ Issue. Also look out for Personalising E-Tail, publishing May 19.