Lyle & Scott has introduced Iconeme's beacon technology to the mannequins in its flagship store on Carnaby Street in London. Customers download the Iconeme app on their mobile and once they have turned on Bluetooth, their smartphone can trigger beacons from a distance of up to 30 meters to receive messages and product information about the items on display. The technology is meant as a way to further engage customers by bridging the gap between on- and offline retail. The men's fashion retailer is planning to roll it out across other stores if it proves successful. The beacons are linked to the mannequins in the window display, so that passers-by can access the technology 24 hours a day, even when the store is closed. Ted Baker launched the same technology in its Westfield London store in January. Since then, it has been adopted by Oasis, House of Fraser, Jaeger, Bentalls and Hawes & Curtis.

Topics