Dec 13, 2017—
When customers buy a luxury bag at Rebecca Minkoff, they bring home a digital profile for that product that allows them to engage with it long after purchasing it. The company has been employing radio frequency identification technology at its stores to improve inventory management and the in-store experience, but is now focusing on something that extends the technology further: engaging with consumers and gauging their emotional responses.
The ALWASYON bag, unveiled during this year's holiday shopping season, features the ability for the company to "talk" to bag owners after their purchase via a QR code on a label that is linked to the product's identity in the server. That allows Rebecca Minkoff to better understand customers' emotions with regard to their buying choices, aid shoppers with information about their products and facilitate the processing of returns.
"The goal with the ALWAYSON feature, which is now incorporated into all of our handbags, is to enhance the customer's experience beyond the product itself," says Uri Minkoff, the fashion retailer's CEO and founder. "It's meant to engage with the consumer on a deeper level with the brand, keep her updated with all things Rebecca Minkoff and keep her engaged with our product beyond the store and the moment of purchase." The QR code label is an extension of the store's UHF RFID-based system that brings automated content to shoppers while they are inside the store.
Rebecca Minkoff has been experimenting with and deploying RFID-based solutions at its Store of the Future in SoHo since it opened (see Rebecca Minkoff Brings Self-Service to Its SoHo Store With RFID). The store features RFID-enabled smart mirrors in fitting rooms to identify garments and display content about them for customers. A shopper can select other colors or sizes offered, as well as request that they be brought to her fitting room, by selecting that option on the mirror, which forwards the request to employees' Apple iPads. The mirror includes six language options and three lighting selections.
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