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Tech-savvy retailers test new concepts
Retailers are increasingly coming up with more innovative ways to sell to their customers. Asos, for example, has an advanced, yet user-friendly website, a customer magazine, a mobile-optimised site and now, joining the likes of Debenhams, Very and Figleaves, its own iPhone app. The app, launched on 13th September, allows customers to shop the Asos range, save items for later and manage their accounts. Asos’s ecommerce director James Hart says an Android app will follow.
Another retailer with an Apple connection is Aurora Fashions. In September, Aurora Fashions brands Coast, Oasis, Warehouse and Karen Millen began enabling customers to buy clothes in-store using an iPad-enabled point-of-sale system. The system, provided by BT Expedite, allows sales assistants to access each of the brands’ websites from the store, check product availability and place orders. Customers can pay on-the-spot using mobile payments, reducing queues at the tills. The system is being trialled in eight Aurora Fashion stores in London and Oxford. Luxury-apparel etailer Net-a-Porter is
Sales assistant helps customer with a purchase away from the tills
taking a further step to marry traditional print advertising with cutting-edge technology. The company has added augmented reality technology to its ad campaigns, whereby customers download an app onto their smartphone or iPad to access exclusive
video content taken from interviews with the models featured. The Aurasma image- recognition technology uses the app’s camera functionality to recognise photos on the page and overlay a moving image so that it tracks as the camera is moved.
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