Farfetch OS: Store as Data Source
Luxury multi-brand fashion e-tailer Farfetch has launched an innovative new operating system to support retailers hungry for cross-channel solutions. The ‘plug & play’ suite of software applications for mobile devices, currently running on Farfetch’s app, targets the vast data-capturing potential of the shop floor. With 92% of luxury sales globally still happening in physical venues (Bain & Company, 2017), the capacity to see – and steer – browsing behaviour is invaluable.
Leveraging its data acumen – Farfetch claims it collects 15,000+ data points during an average five minute shopping session – the software supplies clients (Farfetch-featured boutiques and brands it provides e-commerce support to) with a menu of tools.
Key features include customer recognition – with staff being alerted when a customer with the Farfetch app enters an affiliated boutique – and smart fitting rooms. With the latter, brands with smart mirrors can connect app, product and mirror, allowing shoppers to request different sizes/colours, contact staff and complete in-app self-checkouts. Additionally, sales associate intelligence tools provide access to real-time and historical behavioural data for more effective curation of store layouts and product recommendations.
Farfetch is also proposing product recognition for connected clothing rails. Ultrasonic rail sensors detect when RFID-tagged garments are picked up by customers, and then link into the closest device – such as their mobile phone – to create an instore wish list. The list can be viewed via a smart changing-room mirror, or used by staff to make recommendations.