This past spring, Cisco and John Lewis—the United Kingdom’s leading department store retailer—successfully completed their pilot of the Cisco StyleMe virtual fashion mirror. The Cisco Internet Business Solutions Group (IBSG) ran the pilot, while partnering with C In-store and AITech.
During the six-week pilot (April and May), more than 1,000 customers tried StyleMe (an average of 40 a day)—far more than expected. In addition:
A staggering 34,000-plus garments were viewed in the outfit builder, and almost 2,500 garments were tried on virtually.
67 percent of customers gave the mirror a positive assessment, and some great shopper stories emerged—including one from a delighted disabled lady, who was able to try on clothes for the first time in a store, thanks to Cisco StyleMe.
The John Lewis Partners (staff) also loved it. They found that StyleMe was a tool that created shop floor “theater” (crowds formed) while helping them provide great service sell even more effectively. They came up with lots of ideas on how to develop the experience even further.
John Lewis, a leading U.K. retailer, is now piloting two Cisco StyleMe Virtual Fashion Mirrors at its flagship London department store on Oxford Street, providing customers with a virtual way to try on clothes. The mirrors were developed by the Cisco Internet Business Solutions Group (IBSG), with partners C In-store, AITech, and The Team.
The 6- by 3-foot mirrors incorporate built-in cameras that capture shoppers’ body dimensions and positioning. Using artificial intelligence, virtual reality, and gesture-recognition technology, the mirrors then superimpose clothing items over customers’ on-screen images.
In effect, the mirrors become virtual changing rooms where customers can create complete outfits from more than 500 women’s-wear garments and accessories selected from johnlewis.com. This makes the shopping experience easier and more enjoyable by letting customers see how they look in new outfits without getting undressed.
Thank you to everyone who visited the Cisco NRF booth last month. We had a huge of amount traffic and a number of exciting demonstrations plus the announcement of our “Catch Em and Keep Em” consumer research study. We also shot a number of videos from the show floor which I hope you all enjoy.
We announced the new Catch Em and Keep Em consumer research on how retailers can attract and retain channel hopping shoppers. The research is now avialable for download here
This week I am delighted to once again be in the city that never sleeps: New York. In addition to enjoying the shopping and dining of New York, I am excited to be attending this year’s 101st National Retail Federation Convention & Expo (NRF). With over 22,000 retail professionals from 82 countries attending to discuss the industry’s most critical topics, this year’s NRF promises to be full of innovations that will seamlessly integrate technology into everyday shopping.
As a woman who loves fashion, I am particularly excited by the NRF demonstration of Cisco’s StyleMe, a virtual fashion mirror that would allow me to explore the store’s inventory database to find what I want, virtually try it on, and accessorize. While creating my outfit I can also capture images to send for approval by my personal fashionistas -- my daughters.
One of the key questions I get from retailers is “How can I use technology to create experiences that inspire my customers to buy more, both in the store and online?” In the Cisco Internet Business Solutions Group’s (IBSG) work with leading worldwide retailers, we uncovered what we believe is the answer—the “inspire” trigger. Specifically, inspire triggers are emotionally charged shopping experiences that make customers exclaim, “I never thought of that, let’s buy it,” or, “Wow, I want to by that now.”
From this work, Cisco IBSG developed Cisco StyleMeTM—a virtual fashion mirror that combines augmented reality with the latest mobile and networking technologies to create a fun, new, interactive way to try on clothing and accessories virtually. Cisco StyleMe lets customers visually browse a wide range of products; build outfits; receive expert recommendations; capture images of what they look like to share with friends and family; create a digital wardrobe of items in which they’re interested; and buy their selections in the store or online.
Customer testing shows that Cisco StyleMe is a hit with all types of consumers, but especially with a group that surprised us—shoppers over 50 years of age. The older generation clearly sees the benefits of easily trying on new outfits and getting expert advice, which far outweighs any apprehensions they might have about using the technology.
For retailers, Cisco StyleMe has the potential to 1) grow cross-channel sales by giving customers access to an extended range of inventory and enabling them to buy in-store and online; 2) strengthen customer loyalty by creating differentiated in-store experiences and enabling follow-up with customers after their store visit; and (3) increase conversion rates by allowing customers to receive relevant recommendations and interact with friends and family who influence their buying decisions.
Given the success of Cisco StyleMe, we believe creating rich, digital, cross-channel experiences in the store represents a powerful new way to inspire customers to buy. To get started, ensure your technology infrastructure is up to the task of supporting interactive rich-media experiences. By starting now to ensure your technology infrastructure is up to date, you’ll be in a strong position to capture more sales from customers both online and in your stores.