Rachel Arthur
Gesture control, connected fitting rooms and cognitive computing all had their place at this year’s Retail’s Big Show from the NRF in New York, but it was a smart mirror within the Intel booth that particularly stood out.
Created by MemoMi, this “MemoryMirror” allows users to capture 10-second clips of themselves trying on various outfits through an interactive body-controlled experience. Using patented “perspective-distortion correction” technology, it shows 360-degree back and side views of each look, and “remembers” each of them so they can be reviewed from the mirror interface afterwards.
Rather than the user having to retry pieces on, different looks can be compared side-by-side through a split screen option, while the colour of garments can also be changed – a video below from 2013 shows the platform in concept. Each result can also be instantly shared with friends via social media, as well as saved to the MemoryMirror smartphone app. That app also has an option to purchase post-visit if the user so decides.
All in, it helps enable a more immersive digital experience in the physical store space, but for retailers the additional beauty of it lies in the valuable data it helps generate.
This (opt-in) shopper information varies from demographics, body measurements and fit, to preferential styles, as well as conversion rates on different pieces. It also offers the potential for personalised communications; notifications sent afterwards on similar styles for instance, or coupons for items tried on, but not purchased.
“MemoryMirror is the only multichannel retail technology that makes trying on clothes digital, interactive, and social,” said Salvador Nissi Vilcovsky, founder and CEO of MemoMi. “Since MemoryMirror ‘remembers’ each customer interaction, it not only allows fashion retailers to provide an exciting in-store, web, and mobile shopping experience, but to collect valuable data on customer behaviors and preferences.”
MemoryMirror is in beta trials with a series of large retailers around the world. Macy’s is one example of a department store that showed particular interest when at the show, MemoMi said.
Other highlights on the tech floor of Retail’s Big Show included IBM Watson and The North Face’s personal shopping assistant; Kohl’s connected fitting room from Accenture and Microsoft; and eBay’s digital storefronts with Rebecca Minkoff, Toms and Sony.
