Dutch chain De Bijenkorf will launch a "digital personal shopping service" mid-2016. Basically, it is an online stylist that will shop for the customer based on an online profile and a personal chat with the customer.
"To service the omnichannel shopper"
"It is true, we will launch a digital personal shopping service mid-2016, but the only thing we would like to say about that now, is that our Privilege Members will be the first to notice something", a spokesperson told Twinkle.
Based on the information provided to the stylist, several outfits will be presented to the customer. The stylist will use the customer's Facebook profile, to get an idea about his or her style. He will also talk to the customer on Instagram or WhatsApp, for any additional information he may need.
Customers can then decide to get the outfits delivered at home or in one of the stores. It is also possible to get additional personal advice in the store itself. "This is a way to service the omnichannel shopper, using social media, and portraying the stores as a platform for communication and sales. We have an edge over pure players in that regard", CEO Giovanni Colauto told RetailTrends. With this move, De Bijenkorf hopes to be able to compete with pure players like The Cloakroom, Outfittery and Zalando.