Neiman Marcus iLab: Interactive Retail Fixtures
Luxury US department store Neiman Marcus has launched a series of interactive in-store concepts poised to elevate the value of some of its most standard retail fixtures. The move was fuelled by its in-house innovation centre iLab – an internal department launched in 2012 to explore new tech tools.
Working in collaboration with Californian start-up Memomi, the company has created the 'MemoryMirror' – a split-screen digital mirror composed of a full-length, tablet-controlled screen equipped with a camera. Shoppers capture short videos of themselves, allowing them to make side-by-side comparisons as they replay them on one side of the screen while viewing a live image of them trying on other garments.
While there's currently no direct route to purchase via the mirror, shoppers can use it to create an account – letting them share the footage via social media, or save it for review later, either via their mobile devices or the brand's e-commerce site. The mirrors are currently being installed in the brand's San Francisco and Dallas locations.
In addition, there's the interactive retail table, developed in conjunction with US touchscreen specialist T1 Visions. The sleek wooden tables feature an embedded 4K (high resolution) touchscreen displaying the full inventory of products in-store, online, and coming soon. Consumers can also use them to create wish lists, receive recommendations based on search results, and e-mail choices back to themselves.
The fixture-based developments have also put its wider service proposition under the iLab spotlights. Store associates now carry iPhones loaded with the Neiman Marcus Service App to facilitate direct communications with customers (see Start-Pause-Go: Retail in Hyper Flow for more) and complete mobile payments. The Dallas store is trialling an added feature wherein associates can use the app to transmit pictures of merchandise to bigger wall-mounted screens, arranged like a digital pin-board.
See also In-Store Interactive, Tech-Fuelled Retail Spaces and The Omni-Channel Store Space. For a further example of Neiman Marcus's tech-savvy approach to wooing consumers in-store and beyond, see Image-Recognition E-Tail Apps.