Chain retailer Sportsgirl has announced the launch of its first digital initiative in-store, as it continues to push forward on the multichannel front.
The retailer, which was also the first Australian fashion brand to trial QR codes and launch a mobile shopping platform, will now add an interactive mirror to its track record of innovation, providing customers with a new way to interact with the brand.
The Sportsgirl interactive mirror, created by digital signage company Five Faces, is an interactive display system which aims to combine the online and in-store experience, enabling the customer to pan possible purchasing choices via social media while shopping in-store.
The platform works by customers taking a photo of themselves in a potential new outfit via a reflective digital mirror in the fitting room. Using the mirror's touch-screen technology, customers can then share the photo directly to their own Facebook or Twitter page, where they can receive feedback on their outfit.
While the technology was originally designed as a Facebook mirror, Sportsgirl worked with Five Faces to configure the technology to allow the customer to also access Twitter, and shop directly from the Sportsgirl.com.au e-store.
Sportsgirl strategic brand manager Prue Thomas said the Sportsgirl interactive mirror was another step forward for the brand.
“By introducing this device into the business, our customers will now be able to enjoy merging her offline and online shopping experiences at Sportsgirl,” she said.
Five Faces managing director Yazz Krishna added that this type of constant innovation is what is needed to stay competitive in this tough trading market.
“Sportsgirl is such a successful retail brand, and it is great to see leaders in the market continue to find new ways to give their customers a fantastic in-store experience,” he said.
The Sportsgirl interactive mirror will be launched in Sportsgirl's Chapel Street store, with further locations to be announced at a later date.