Technology is increasingly being used in fashion stores to improve the customer experience . Tools that just a short time ago seemed like something from the future are now becoming a reality. From smart fitting rooms that suggest combinations of clothes to customers, to being able to choose the music on demand .
The major fashion chains are not only accelerating the integration of their online and offline businesses, thus trying to take on competitors as diverse as Amazon or Alibaba, but also using technological resources to increase sales or customer satisfaction . For example, payment via smartphone , without having to go through the checkout, can encourage impulse buying and introduce catering services within the store itself, getting the customer to spend more time in the store while also creating a new source of income. For example, Primark has already started to introduce cafeterias and beauty areas in its stores in Ireland and the United Kingdom.
"We are working on improving our services, incorporating technological innovations that make the customer experience optimal ," says Elena Carasso , director of e-commerce at Mango , which has already introduced iPods in its stores that serve as POS and personalized background music.
But not all useful resources are visible to the customer. Those that, although they go unnoticed, offer unique possibilities are also very important . Thus, as expansion.com recalls , the RFID radiofrequency system of Inditex , introduced in algeria phone number its labels, allows knowing where each garment is from the moment it leaves the logistics centres until it goes through the checkout, optimising stocks and saving costs. "When we think about our establishments, we always have technology and our integrated model of physical and online stores in mind ," commented Pablo Isla, president of the company, just a week ago .
“Advanced analytics offer opportunities to improve quantification, pricing, design and offer personalized communication ,” says Karl-Johan Persson, CEO of H&M . The Swedish company recently launched the H&M Club , a loyalty program that, as a novelty, allows you to take a photo of an item of clothing and the app offers similar items that can be purchased in its stores.
But despite all this, the key to purchasing in fashion stores remains the salespeople , as Manuel Jiménez, general manager of Supply & IT at Cortefiel, reminds us. “What we need to do is provide them with the tools to do so.”