Future retail agency Outform has today launched a first-of-its-kind interactive digital mannequin at retail trade fair EuroShop, giving fashion retailers the chance to elevate the in-store shopping experience for the modern shopper.
The digital mannequin is an interactive, visual merchandising platform that gives the shopper power to control which products they see and how they’re represented in-store through their smartphones.
Shoppers who scan a QR code on the digital mannequin display can take full control of what content is displayed. They can choose which products they see from different perspectives, and which model wears them. From there, the shopper has the option to purchase the product directly through their mobile device on a microsite to ensure the experience is as convenient as it is engaging.
The digital mannequin has been developed to benefit both the shopper and the retailer. For the shopper, it’s an in-store platform offering a more personalised experience with a choice of models representing different ethnicities and a range of body types and a frictionless journey from discovery to the point of purchase. For the retailer, as well as offering an enhanced shopping experience, the digital mannequin offers another opportunity to capture in-store data, such as content preferences and the number of sessions, to better understand audience behaviours.
Ariel Haroush, founder and president of the Outform Group, says: “The traditional mannequin hasn’t changed for a significant amount of time, but we’re now seeing digital transformation in fashion arrive when it’s most needed. Outform’s global study into the behaviour of fashion shoppers in-store found that 64% are already using their phones in-store and 63% now want more interactive digital experiences. The digital mannequin is a solution that speaks to these emerging behaviours and is an important step into the future of fashion retail. We also know shoppers are willing to share their data if given a good enough reason to do so; for retailers, the digital mannequin is a chance to build better relationships with their customers by retargeting products based on what they’ve researched and purchased.”
