Marcus'S Department Store: New Technology Under Laboratory

For a retailer, short-term sales are important, but more importantly, long-term response to changes in the environment, so retailers have to invest in innovation for a long time, that is, to understand customer changes in various ways, and then meet the new needs.

Therefore, in today's ever-changing environment, enterprises must first do is to optimize the internal organizational structure, and then be able to test all kinds of online and offline innovative ideas, and eventually in all shops to promote.

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Historically, technology has never been the best shop, but modern technology can help shops better understand and serve customers, so retailers should embrace technology anyway.

From the point of view of American retail industry, the most common way is to build its own "retail laboratory".

In 2014, Marcus stores built their own retail Laboratory (iLab).

Led by Scott Emmons, the lab is mainly responsible for the electronic pformation of physical stores.

Each quarter, there will be 20 ideas will appear in the laboratory, and finally there are probably 3 ideas will be implemented, enter the testing stage, as to whether it will be promoted in all stores, it depends on the test results.

At present, the most famous technology is called "Smart Mirror". With this technology, the test clothes will become more convenient. Customers can wear a piece of clothing to shoot a video that does not exceed 8 seconds before the magic mirror, then wear another dress to do the same action, and then we can compare the two videos on one mirror.

It is not two clothes that are contrasted at this time.

You can change the color of your clothes, so that you can avoid the trouble of trying on each color one by one.

Moreover, customers can also send this video to friends and upload them to social networking sites, thus upgrading the traditional way of self timer sending to friends.

From the point of view of shops, this technology is also very meaningful. In addition to bringing new experience and convenience to customers, in fact, shops directly intervene in customers' buying journey through customer representatives. Shops can provide direct advice to customers through magic glasses, such as pushing another set of more appropriate clothes to customers.

Besides,

We can collect customer information by camera, and then analyze customer's behavior of buying in store. This has great effect on better understanding customers and establishing long-term relationship.

Another technology, known as "ChargeItSpot", is not yet used in Marcus's department store, but only in its Bergdorf store (Bergdorf Goodman).

The way to use it is to help customers recharge the phone in 35 minutes - of course, the cell phone should be put on a specific charging point - the core idea is that customers will pay more attention to the goods in the shop and stay longer because there is no interference from the phone.

At present, an average of 40 people use this service in Goodman department store every day, and in practice, when customers drop their cell phones, they do stay in the shop longer.

Therefore, Marcus's department store is considering introducing this technology from Goodman store to its own store.