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