The fitting room’s capacity to convert initial engagement into cold hard sales is a considerable piece of any retailer’s arsenal – yet many brands are still neglecting these spaces. Fifty per cent of US consumers who use them go on to purchase three or more items, but 93% don’t enjoy the experience – citing discomfort, stress and lack of immediate assistance as three key reasons why (Indyme, 2015).
Here, we review some of the most notable new fitting-room design concepts boosting sales and motivating shoppers to extend their time in-store.
- Seamless & Private, Digitally Aided Service: Racks at US eco-friendly fashion brand Reformation’s new San Francisco flagship only hold one piece of clothing in each style, freeing up more space for fitting rooms. After browsing, shoppers use touchscreens to select which products to try on. Staff place them in a dressing-room closet with two openings – one employee-facing, the other facing into the fitting room. An in-room screen enables requests for additional sizes, colours and styles; staff restock the closet accordingly. The digitised system not only provides a more seamless shopping experience, but also valuable data for Reformation. See the Ultra-Connected Fitting Rooms section in Omni-Interactive: In-Store Strategy.