British Iconeme has developed smart dummies that can send information about the clothes they show to the customers' smartphones. According to the producers' promotional video (below), it provides even more benefits to retailers.
A lot of interest
Iconeme dummies will get a beacon that can send data to smartphones in a 100 metre radius and, with the right app installed, they can get direct information about the clothing and the store location.
Customers also get a direct link to the product page in the store's web shop, with the option to save certain looks if they wish to watch it at a later time or to share information with their friends through social media.
The company says several UK and US-based retailers have shown an interest in its technology, which fits the current trend of blurring the line between online and offline shopping, it said. According to Google, 84 % of all shoppers use their smartphone as they browse through the store.
"Installing this technology in mannequins ensures it occupies a prime location and an ideal focus point for shoppers, whether they are in the store itself or just passing by the window", Iconeme's Jonathan Berlin told Business of Fashion.