![Berlei: Part of the Pacific Brands stable. [Main image: Diesel, also owned by Pacific Brands]](http://yaffa-cdn.s3.amazonaws.com/ragtrader/images/dmImage/StandardImage/Berlei - mid size.jpg)
Part of the Pacific Brands stable has invested heavily in the next stage of its digital development to ensure a competitive edge in the tough trading environment.
Australian intimates brand Berlei, owned by Pacific Brands, will begin rolling out Berlei Touch Screens via 20 Myer stores throughout Australia this month. The technology will be the first of its kind in the country.
The Berlei Touch Screen, designed by Berlei in partnership with The Innovation Hub, will assist customers to find their ‘perfect fit’ by guiding them through the fit process using the custom Berlei bra measuring tape and entering their measurements.
The “silent salesperson” calculates bra sizes and recommends Berlei bra styles that will best suit the customer's needs, and also allows users to view the Berlei range, latest collections and campaigns across Everyday, Berlei Sport, Berlei Curves and Maternity.
The touch screen is comprised of a 19-inch commercial Fujitsu touch screen with integrated PC running a custom built HTML5 application connected by a 3G modem to a web-based Content Management System.
Using the CMS, Berlei will also be able to update products and images instantly to reflect changes in the range carried within store. At the same time, the CMS measures user interactions to provide useful insights into customer preferences and popular products.
Berlei in-store marketing and development manager Sarah West said the touch screen, trialled 12 months ago in Myer Sydney city, will provide the brand with an opportunity to connect better with its customers.
“With an increased number of products available, Berlei wanted to invest in new technology to give our customers a more engaging and personal shopping experience with the ability to select the right product, in the right size,” she said.
“The touch screens assist the customer in selecting the right type of bra, and empower them to measure themselves with a step by step guide. They also add value is in the assistance it provides to store staff giving them a constantly updated reference on the products in the range.”
The Berlei Touch Screen roll out will be complete at the end of the month. Selected Myer stores nationally, include: Sydney, Melbourne, Northland, Highpoint, Chadstone, Doncaster, Southland, Bondi, Carindale, Perth, Karrinyup, Adelaide, Canberra, Pacific Fair, Brisbane, Chatswood, Chermside, Miranda, Maroochydore, and Indooroopilly.