Store mannequins deliver fashion promotions direct to shoppers’ mobiles

Iconeme is trialing a smart mannequin service in the UK, enabling the static models to send store info and shopping suggestions to customer smartphones.

Consumers are by now well used to online shopping and its benefits, and parts of the platform are now seeping into physical stores. In France, we've already seen on store install the Inspiration Corridor, using body scanning and touchscreen tech to drive in-store recommendations. Now a company called Iconeme is trialing a smart mannequin service in the UK, enabling the static models to send store info and shopping suggestions to customer smartphones.

The mannequins are equipped with VMBeacon technology, which enables them to interact with shoppers located within a vicinity of 50 meters so long as they've downloaded the Iconeme app. As they pass an in-store display or shop window, the mannequins can send a notification such as a welcome message or information about a particular new range or offer. Customers can then open the app to find out what the mannequin is wearing, with price details and how to locate it inside the store. They can even save the look to browse online later or share it with friends.

Watch the video below to learn more about the service:

Iconeme is currently being trialled in 3 stores in the UK — House of Fraser’s Online Store in Aberdeen, Hawes & Curtis in London, and Bentalls in Kingston upon Thames. While customers benefit from being able to get information from the mannequins that would otherwise require asking a member of staff, retailers can also take advantage of analytics of their brick and mortar customers. The app can show how often they visit, the fashion items they're interested in, even how long they hang around certain sections of the store. Combined with data such as age, gender and purchase histories, the potential is clear.

Although this data collection may be a privacy concern for some shoppers, the service is opt-in as the app must be installed for it to work. The app is free to download from Google Play and the App Store. Are there other ways to bring digital technology into the physical retail arena?