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Introduction of connected mannequins in UK stores



Retail therapy is becoming high-tech as a group of high street retailers in Britain are set to test wireless-technology enabled mannequins.
Introduction of connected mannequins in UK stores.pngThe new technology, VMBeacon, was developed by Iconeme and sends information to customers about clothing that is on display. This provides retailers with an additional mode of contact with passers-by and shoppers.

To make use of the system, it is required that customers download the Iconeme app for iOS and Android, which is free of charge. As soon as they are within a 50m or 164gt range of a mannequin which has been enabled, they will receive an alert. The alert will include the products they can obtain information on, prices, location in the store, as well as direct purchase links fr om the e-commerce platform of the retailer.

Customers are able to save the clothing combinations they obtain on the app and share this on social media platforms. There are special rewards and offers linked to the use of the app.

The information from the mannequins is delivered via a secure online portal. This is another tool for retailers to profile their shoppers based on location, gender, age and the type of products they usually view. Users can edit the details they wish to make available.

The retailers wh ere this technology is currently on trial include Hawes & Curtis in London, Bentalls in Kingston upon Thames and House of Fraser in Aberdeen.

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