Westfield London is set to launch a pop-up powered by data based on what is trending online, as determined by an artificial intelligence (AI) system.
Every morning, Westfield staff will stock the brick-and-mortar space with 100 items from throughout the mall – across menswear, womenswear and accessories – that the AI has determined to be most popular online that day.
“We know that the UK is shopping online, but we’re also seeing and hearing from consumers that they crave the human factor that shopping in person provides – the ability to touch, feel, try and seek advice, to ensure the products are right for you,” says Myf Ryan, chief marketing officer for Westfield. “The Trending Store provides the best of both worlds via a unique shopping experience, one that we believe represents the way we will all be shopping in the future.”
The pop-up, dubbed The Trending Store, will open from July 3-7. The AI system, which was developed by NextAtlas, a company focused on using the tech to determine emerging trends, chose merchandise for it by tracking 400,000 of the hottest influencers, which the platform refers to as “trend innovators”. The platform then analyzed what these influencers were wearing, filtering out the 100 items that it deems to be most trending on that given day.
The data gathered by NextAtlas is then communicated to the in-house stylist team at Westfield London. The finished range includes pieces from across the price spectrum, from entry-level to premium.
The pop-up also supports Westfield’s humanitarian mission, helping to raise funds to support its long-established charity partner, Save The Children.
The Trending Store pop-up reflects the need for big retailers to adapt to a changing consumer that shops both online and offline. Activations such as this one are potentially effective ways of attracting customers to the store, as the physical retail channel has suffered from falling footfall in recent years.
British department Harvey Nichols, is another example of this. At the end of 2018, it created an installation that also combined online, offline and philanthropic elements in the spirit of the Christmas season. For the experience, a real-life choir assembled in the store whose looks were available to shop via Instagram, with proceeds supporting the Smart Works charity.
How are you thinking about immersive experiences? Want to learn more about how we worked with Google? The Current Global is a consultancy transforming how fashion and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to hear more.