Seafolly’s ‘magic mirrors’ do more than delight customers

Swimwear retailer Seafolly unveiled its highly anticipated ‘magic mirror’ technology at the Westfield Bondi Junction store in Sydney on Wednesday.

Tied directly to Seafolly’s stock management system, the technology allows customers to ‘ping’ store associates to bring them a different size without leaving the fitting room and recommends complementary items based on what they have brought into the fitting room to try on.

A store associate told Inside Retail that the recommendation feature has led to an increase in items-per-conversion.

But the real magic is invisible to customers; it’s happening behind the mirrors.

Since each Seafolly product in the store is monitored at all times by an underlying RFID technology provided in partnership with SOLOS, the retailer can conduct weekly stocktakes in roughly five minutes, according to a store associate.

This means store associates can more easily find stock that has been misplaced, or identify stock that is missing.

Seafolly Westfield Bondi Junction

“Seafolly is super excited to be first in this space,” Seafolly director of IT Nathan Alexander said at the launch event.

“Leveraging embedded RFID (radio frequency identification), the internet-of-things and new smart devices … presented us the opportunity around smart mirror technology, what that could do for our business, our customers and how they engage with us as a brand.”

“The technology is [meant] to work with our sales team, [who] do an amazing job, in selling our product and working with people to fit them… [It’s] really about augmenting that experience and creating a great experience for our customers,” said Alexander.

Should the technology prove successful over the holiday period, it is expected it will be rolled out across Seafolly’s national stores March 2019.

Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.

Comments

1 comment

  1. Sam B posted on October 22, 2018

    The technology was rolled out on Wednesday and already by the time this was published the very next day they noted an increase in items-per-conversion? Wow. reply

Comment Manually

I have read and agree to the Terms and Conditions and Privacy Policy.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Loading...

Inside Retail Polls

Myer's new chief executive
Is John King the right CEO to lead Myer's turnaround?

Twitter

Following Nike's lead, Gillette embraces social issues in its marketing, causing both furore and praise from consum… https://t.co/ZnQVYS8Fwo

40 mins ago

Ashley Hughes also previously worked at Diageo, Johnny Walker, Smirnoff Vodka and Bacardi, as well as a six year st… https://t.co/j0aXI5v1IJ

5 hours ago

Concepts such as an in-store cafe and florist, as well as monogramming and product repair, have been tested interna… https://t.co/b2FG1MmBtY

8 hours ago
x

SUBSCRIBE
FREE NEWS BRIEFS Get breaking news delivered