There are a few notable products undergoing pilot testing or a limited roll out. For Magic Mirrors, the hardware and installation costs need to be justified by higher consumer purchases. Installing tablets is the least expensive way to provide an augmented-reality experience. Magic Mirror displays focus on the ability to showcase products on a big display and provide an augmented reality experience for the customer. Some crossover does exist, based on a brand’s customized user experience. While there are many variations in the application of this technology, most products can be grouped within two categories: Magic Mirror displays and fitting room technology. More importantly, data collection, expanding loyalty programs, sales tracking and the social media sharing that occurs with each use. Theft protection (in the case of RFID-tagged items) and inventory tracking and management The applications for this technology have evolved over the last few years, with today’s key uses being:Īttracting customers with visual suggestions and options for complimentary fashion, style, wardrobe or makeup ideasĮxpediting the fitting room process and providing a hassle-free experience, enabling better customer-associate interaction The shared goal is to provide the customer with a fully integrated retail experience while giving the retailer and brand the ability to pull and track data, expand their customer loyalty programs and better monitor inventory. The benefits of Magic Mirror technology range from being a fashion driver to enhancing the fitting-room process. However, the basis of their technology has served to boost the development of enhanced smart mirrors, such as Intel’s Magic Mirror, which takes a 360-degree video and provides sizing data, and is just now being rolled out in a pilot program with Neiman Marcus. Body scanning and measurement devices-such as Me-Ality, which can create user profiles for better fitting, but requires a scanning machine and Styku which created a portable 3D body scanning platform-have been interesting on a designer level, but not adoptive for consumer use. Retailers have been experimenting with this technology since 2010, when Macy’s rolled out its smart dressing room. Product information is fed into the mirror from a linked tablet with which the customer can continue the experience, swiping through color pallets, sharing new looks with friends, and even making a purchase. When the customer moved his or her arm, he or she would see a new shirt or pair of pants superimposed over a live image. The Magic Mirror started as an augmented reality tool for shoppers to virtually “try on” different clothing items in front of a mirror outfitted with sensors, enabling a motion-triggered virtual change of clothing. But are Magic Mirrors the wave of the fashion and retail future, or are they just another gimmick that won’t stick after the novelty wears off? Do they really enhance the shopping experience, help sales associates and generate a return on investment, or are they another step in the process that detracts from the excitement and human interaction of shopping, turning the act into something rote? There was a buzz at this year’s NRF Big Show surrounding Magic Mirrors, which have moved from the prototype stage to something everyone seems to be working on now.
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