Editor's pick technology

Neiman Marcus trials smart memory mirror – NRF Big Show


You might remember the Intel MemoMi mirror from the NRF Big Show in 2014 – a smart device for the fitting room that captures 10-second clips of shoppers in their new looks.

Using patented “perspective-distortion correction” technology, it shows 360-degree back and side views of each outfit, and “remembers” each of them so they can be reviewed from the mirror interface afterwards.

It was back again this year, and this time with Neiman Marcus signed as a partner.

The US department store is currently trialling the mirror in its Walnut Creek store in California, where it’s been receiving incredibly strong feedback, says Scott Emmons, enterprise architect within information services at the company’s innovation lab, also known as its iLab.

“We loved this because it can give an amazing experience for the customer as well as real insight into what she wants to buy,” he told me at the NRF show earlier this week. Indeed the benefit of the mirror for retailers is being able to gather data on things like demographics, body measurements and fit, as well as preferential styles and conversion rates on different pieces.

In an additional use for the mirror, Neiman Marcus also found its sales associates wanted to create an account where they can record videos of models in new looks and send them directly to shoppers to take a look at. Emmons says doing so is already leading to conversions, proving the device also has potential as a sales tool.

Neiman Marcus is planning to follow up on the pilot with two more stores in San Francisco and Dallas.

“We will spend a few weeks learning what’s working and what isn’t, and make a decision if it is to be a chain-wide roll out from there or not. I’m pushing for it to be that; it’s a really exciting project,” said Emmons.

According to WWD, Neiman Marcus is also running another test in a number of stores with Apple iBeacon technology, enabling shoppers to receive notifications on their mobile devices regarding discount promotions, new product arrivals, designer appearances and other special events.

Both technology introductions at Neiman Marcus are part of a wider trend evident at NRF’s Big Show towards the connected store or the internet of things. Alongside beacons and smart fixtures were insights on clienteling solutions, analytics and a series of innovations spanning touchless checkouts to connected fitting rooms.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

2 replies on “Neiman Marcus trials smart memory mirror – NRF Big Show”

[…] Det interaktiva provrummet är på tapeten titt som tätt. Men konstigt nog verkar det aldrig bli verklighet av dessa försök, för tanken är ju smått genial. I dag till exempel skriver Internet World om Hybris Labs prototyp, där en RFID-läsare läser av kläderna man tar med in i provrummet. På en surfplatta kan man sedan beställa in en annan storlek eller beställa produkten på nätet. Det finns väl ingen med provrumserfarenhet som inte skulle välkomna en sådan utveckling? Eller, låt mig korrigera: Det är i alla fall inte verklighet i Sverige än. I Kalifornien testar nämligen varuhuset Neimann Marcus just nu en interaktiv spegel i en av sina butiker. Spegeln som är framtagen av Intel låter en byta färg på plagget man ser i spegeln med en enkel handrörelse. Man kan också spara spegelbilder och jämföra outfits med varandra. Enligt Fashion and Mash, planerar man också att testköra Intel Memomi Memory Mirror (kanske läge att tänka ut ett lite klatschigare produktnamn där, Intel…) även i San Francisco och Dallas. Läs mer här och här. […]

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