Social Retailing: “Is This Dress For Me?”

IconNicolson has a “social retailing” vision which means mashing up social computing and near-field communication technologies with youth shopping habits – to target young adult shoppers. As a part of…

IconNicolson has a “social retailing” vision which means mashing up social computing and near-field communication technologies with youth shopping habits – to target young adult shoppers. As a part of this project, they have come up with an interactive mirror that sends a live video feed to any cell phone or e-mail account selected by a shopper. CNet reports:

A New York-based designer has come up with a mirror equipped with infrared technology that sends a live video feed to any cell phone, e-mail account or personal digital assistant device selected by a shopper.

Christopher Enright, chief technology officer for digital design company IconNicholson, said putting these mirrors outside store fitting rooms meant women could go shopping with their friends — remotely.

"She could be in Paris, your mom, watching you try on your wedding dress (while you are in New York)," Enright told Reuters on Tuesday as he unveiled the interactive mirror at a retail trade show.

Using the interactive mirror, a shopper’s friends can then text message back with comments about the outfit.

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Social Retailing- Combining Social Networking and Shopping

Interactive services firm IconNicholson has created a new type of in-store experience that combines social networking and shopping, known as Social Retailing. Demonstrated at the…

Interactive services firm IconNicholson has created a new type of in-store experience that combines social networking and shopping, known as Social Retailing.

Demonstrated at the National Retail Federation conference earlier this week, the Social Retailing technology uses a three-paneled "magic mirror" in-store that can send photos or videos of shoppers in outfit options to their MySpace page or to friend’s emails and mobiles for instant opinions. Friends ‘yes’ or ‘no’ votes are then visible on the mirror itself. The interactive technology also allows customers to see what others have purchased, view similar options that are not in stock in the store, check out using MasterCard SecureCode and have their orders delivered to their home.

Alongside the interactive experience for shoppers, retailers will also benefit from the Near Field Communication technology involved which helps to monitor inventory and track customer behaviour data.

Nanette Lepore has joined forces with the firm for their showcase, which uses clothing from the new collection to demonstrate the capabilities of the technology. The designer aims to install a more feminine version of the technology in a department store such as Bloomingdale’s or Saks Fifth Ave in the next 3-6 months.

via WWD

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