House of Fraser trials beacon technology in mannequins
House of Fraser is trialling beacon technology in mannequins at its online store in Aberdeen.
Designed specifically for visual merchandising, the technology enables customers to receive details via their smartphone about the clothes on display and allows the retailer to engage directly with shoppers who are either in the store or passing by.
To access the technology, customers download the free Iconeme app for iOS and Android. When within a 50 metre range of the VM Beacon enabled mannequin, they then receive an automatic alert on their smartphone about the content they can access. This includes details on the clothes and accessories displayed including price and links to the items on the retailer’s website, as well as details of where the products can be found in-store.
Shoppers can also see more detailed photos and descriptions of the products and access additional offers and rewards.
Andy Harding, executive director for multi-channel at House of Fraser, said: “We are delighted to be one of the first retailers in the world to trial the new technology at our online store in Aberdeen. We are always looking at ways to integrate new and innovative technology to help maximise customer shopping experiences. With such demand from mobile devices, it’s important we continue to bring new technology to our stores, and believe that the Iconeme App provides retailers with an opportunity to really engage with their customers.”
The VM Beacon enabled mannequins are also being introduced by shirtmaker Hawes & Curtis at its store in London’s Jermyn Street as well as in the Bentalls department store in Kingston.
Edward Smith, brand manager of Hawes & Curtis, said: “Our visual merchandising team help bring our product to life in the windows and now we can have a better understanding of how this impacts the man and woman in the street. The VM Beacon also works 24 hours a day, so we can have instant feedback and instant sales as a result of our displays, even if the store is closed. It’s a complete game-changer for the retail industry and we’re delighted to be in it from the start.”
