{"id":822,"date":"2015-09-14T23:28:44","date_gmt":"2015-09-15T03:28:44","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/is-rebecca-minkoffs-smart-in-store-shopping-the-future-of-fashion-retail\/"},"modified":"2015-09-14T23:28:44","modified_gmt":"2015-09-15T03:28:44","slug":"is-rebecca-minkoffs-smart-in-store-shopping-the-future-of-fashion-retail","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/is-rebecca-minkoffs-smart-in-store-shopping-the-future-of-fashion-retail\/","title":{"rendered":"Is Rebecca Minkoff’s smart in-store shopping the future of fashion retail?"},"content":{"rendered":"

\"ebay-mirrors-ft\"Have you ever been in a fitting room, half naked with the wrong size and no sales associate in sight? Or wished that someone would bring you a cup of water or coffee while you shop? Rebecca Minkoff’s Soho store has partnered with eBay to address some of the inconveniences consumers\u00a0face during the in-store shopping experience. \u00a0Each store features a large screen where shoppers can browse merchandise and request items to try on. \u00a0In addition, fitting rooms are equipped with touchscreen mirrors allowing customers to do everything from \u00a0adjust lighting to request a different size. \u00a0Once a consumer has decided to make a purchase, sales associates use iPads for\u00a0checkout anywhere in the store. \u00a0Rebecca Minkoff has managed\u00a0to address a fundamental issue in e-commerce called the funnel formula. \u00a0The number of consumer at the top will almost always be significantly less than those at the bottom who make a purchase. \u00a0By implementing interactive technology in store, the brand\u00a0has managed to enhance the customer experience at critical moments when the consumer might otherwise leave without making a purchase.<\/p>\n

This technoloy also helps the brands to capture valuable data with regard to consumer\u00a0behavior and inventory. \u00a0All of the merchandise is tagged with RFID chips that can track when a consumer tries on clothing and that give insight into real time inventory. \u00a0One of the biggest challenges facing retailers these days is figuring out how to present the omnichannel consumer with a seamless experience. \u00a0Using in-store technology allows the brand to use the data in making precise decisions around marketing and inventory management that contribute to enhancing that experience.<\/p>\n

\"img_0249\"\"ebay-and-rebecca-minkoff-designboom01\"While Rebecca Minkoff’s strategy was quite innovative, \u00a0I wondered if the model would\u00a0work practically. \u00a0During peak shopping seasons do\u00a0the screens create a bottleneck? How much time would sales associates spend teaching consumers how to use the technology and would consumers embrace it? \u00a0I’m intrigued by how Rebecca Minkoff has chosen to implement technology in her stores and wonder if others should be following suit. \u00a0Is this in fact the future of consumer retail?<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Have you ever been in a fitting room, half naked with the wrong size and no sales associate in sight? Or wished that someone would bring you a cup of water or coffee while you shop? 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