Ted Baker brings mannequins alive with beacon technology

Ted Baker's Westfield White City shop in London has installed beacons in its mannequins, as the fashion brand looks to use mobile technology to communicate with its customers during their in-store shopping journey.

Customers entering the store who have downloaded the free mobile app from Ted Baker's technology partner Iconeme will be able to receive push notifications about the products on display. Users can access links to purchase the items directly from Ted Baker's website, or find out where they can be located in the store.

Beacons will also generate more detailed photos and descriptions of the products on customers' smartphones, while shoppers can use the information to create look-books, share fashion inspiration with friends or access additional offers and rewards.

It is the first time Ted Baker has used beacon technology in any of its global retail space, but Iconeme has launched similar services in selected stores of other retailers, such as House of Fraser, Oasis, Bentalls, Hawes & Curtis and Jaeger.

Scott Taylor, CRM manager at Ted Baker, commented: "Our customers are at the core of everything we do and we strive to ensure that their shopping experience is as seamless and engaging as possible.

"We believe that shoppers want to be able to access the latest technology and use their smartphones while in store, and this new venture will enable us to build on and enhance our customer journey. From today, we're launching this new technology in our Westfield White City store, with further roll-out planned in the near future."

To use the Iconeme app, a customer needs to be within a 50-metre range of the Bluetooth-enabled mannequin. This stretches to outside the store, meaning passers-by can access the technology even when the shop is closed.

The beacon technology is installed directly into each mannequin or visual merchandising product and it then transmits information that has been programmed by the retailer via a secure web portal. Retailers can choose specific information relevant to their businesses, and they also have access to analytics reports.

Retailers have the option to assess customer information such as age, gender, location, and what outfits were viewed and/or whether a purchase was made online. The power lies with the shopper, however, as they can choose which of their details are made available, via their own mobile privacy settings.

Iconeme will be exhibiting at Retail Design Expo, which runs between 10-11 March 2015 at London's Olympia.

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Retail Design Expo