The Scandinavian brand is building a next-gen store experience that merges the best of online and offline retail in a shopping journey designed around social-media sharing and personalization

Danish retailer Selected has just rolled out a tech-focused store in Beijing, including smart mirror changing rooms, miniature digital screens and live social media feed to enhance the shopping experience.

While the screens bring product information to shoppers' fingertips, the live-updating feed helps to keep customers in the loop while they shop, integrating a social component to its commerce. The small info devices, otherwise known as debrief screens, are located throughout the store shoppers to find help and styling tips whenever they need. The magic mirrors will also help with shopper styling as they will be able to scroll through potential outfits on the digital screen.

Even more, customers can immediately share their outfit ensembles with friends thanks to WeChat connectivity throughout the store. Selected's aim is to improve fast-fashion shopping by offering an interactive and connected experience, merging the best of online and offline features to enable a personalized and sharable path to purchase.

Selected

Danish retailer Selected has just rolled out a tech-focused store in Beijing, including smart mirror changing rooms, miniature digital screens and live social media feed to enhance the shopping experience.

While the screens bring product information to shoppers' fingertips, the live-updating feed helps to keep customers in the loop while they shop, integrating a social component to its commerce. The small info devices, otherwise known as debrief screens, are located throughout the store shoppers to find help and styling tips whenever they need. The magic mirrors will also help with shopper styling as they will be able to scroll through potential outfits on the digital screen.