A leading accessories chain has become one of the first Australian fashion retailers to launch a revolutionary new technology in-store.
Diva, which currently operates 180 stores across Australia, has revealed it will install new social media device, The Tweet Mirror, in its flagship Sydney CBD store on Pitt Street for one week from today, to trial the technology and raise brand awareness.
As reported previously on ragtrader.com.au, The Tweet Mirror, developed by Nedap Retail in the Netherlands, is a device that uses social network and electronic media to improve customer experience in-store and allows customers to act as ambassadors by promoting products and brands in real time and globally via viral marketing.
The device uses touch screen technology and internet connection to enable customers to take their own pictures in different outfits and instantly share images and information via Twitter, Facebook, MMS or email.
Although the software, distributed in Australia by Brackley Industries, was initially introduced to market in February 2011 and is the first of its category to be released in Australia, Diva is one of the only fashion retailers to install the digital device here.
Diva marketing manager Alice Cleary said The Tweet Mirror trial represents the brand's desire to advance in the digital arena and take Diva to the next level.
“We have a massively engaged Facebook base with over 100,000 likes and we’re now focusing on growing our other social channels further. This is the perfect time to introduce digital theatre into the store,” she said.
“Introducing digital theatre in to stores also reflects Diva’s commitment to being at the forefront of a rapidly changing digital landscape in Australia. The Diva Mirror is also a way to have fun with our customers and help grow our social base.”
Cleary said Diva would also be awarding prizes daily to “the most stylish Diva customer that uploads their snap to Facebook”.
Clearly also hinted that The Tweet Mirror trial is only the start of greater growth plans for accessories chain in the near future.
“We have ambitious targets to meet over the next 12 months - Diva will be aggressively driving brand growth, product development and brand marketing. E-commerce is a primary focus for Diva in fiscal year 2013 too, demonstrating our commitment to and understanding of the importance of multichannel retailing. Watch this space,” she said.