As the number of empty shops on UK High Streets increases, retailers are resorting to more innovative ways to attract time-pushed shoppers, or those looking for more unique shopping experiences. The adoption of new technologies such as augmented reality and virtual changing rooms in-store is on the rise.
At this month’s Consumer Electronics Show in Las Vegas, technology company Bodymetrics showcased the latest version of their body mapping technology, which creates a 3D model of a shopper’s body that mirrors their every move, allowing them to virtually ‘try on’ outfits. The camera’s sensors can detect tightly or loosely fitting garments to help find the right size. Spanish company AITech.es have developed a similar technology that also has a system capable of determining the availability of certain items in real time and can promote related clothes according to the historical choices of the user.
At the moment, I think the true value of augmented reality technologies such as Bodymetrics lies in reducing return rates on clothing that doesn’t fit. If you run out of time to join the queue for the changing room to see if that much-coveted LBD that you absolutely need for tonight actually fits, simply try it on virtually and you could skip the queue. However, pair this with the ability to then tweet images of yourself wearing the dress to your friends to get their thoughts (Nadap’s Tweet Mirror for example) and the retailers could really be onto something…
Martin Tripp Associates is a London-based executive search consultancy. While we are best-known for our work in the TMT (technology, media, and telecoms) space, we have also worked with some of the world’s biggest brands on challenging senior positions. Feel free to contact us to discuss any of the issues raised in this blog.
I’ve just been reminded of this year’s traditional family Christmas row. I mentioned that I was planning to buy a Kindle. My sister, an author of many books, spluttered that I shouldn’t mention Kindle to her. It would kill publishing – and media jobs – just as surely as downloading had killed the music industry. She also felt that authors were entitled to a larger slice of revenues from e-books because the publishing companies had much lower overheads.
Clothing company Zappar takes augmented reality clothing to a whole new level. This year, the company created interactive t-shirts that work with a free app – customers download the app and then view the t-shirts through their device screen. The t-shirt then ‘comes alive’ as the customer touches part of the t-shirt on the screen (see video). What’s really clever about the Zappar t-shirt is that it merges shopping and games in a move to generate interest and push sales. The t-shirts went on sale in the autumn in Macy’s and JCPenney stores in the U.S.
U.S. retailer Moosejaw created an X-Ray App last year that uses