Introducing the Digital Mannequin: is this the future of in-store shopping?

Future retail agency Outform unveiled a first-of-its-kind interactive Digital Mannequin at retail trade fair EuroShop recently, giving fashion retailers “the chance to elevate the in-store shopping experience.”

The Digital Mannequin is an interactive visual merchandising platform that gives the shopper power to control which products they see and how they’re represented in-store through their smartphones.

Shoppers can scan a QR code on the Digital Mannequin display to take full control of the content displayed. They can choose which products they see from different perspectives, and which model wears them. From there, the shopper has the option to purchase the product directly through their mobile device on a microsite to ensure the experience is as convenient as it is engaging.

The Digital Mannequin has been developed to benefit both shoppers and retailers. For consumers it’s an in-store platform offering a more personalised experience with a choice of models representing different ethnicities and a range of body types and a frictionless journey from discovery to the point of purchase.

For the retailer, as well as offering an enhanced shopping experience, the Digital Mannequin offers another opportunity to capture in-store data, such as content preferences and the number of sessions, to better understand audience behaviours.

Ariel Haroush, founder and president at the Outform Group, comments: “The traditional mannequin hasn’t changed for a significant amount of time, but we’re now seeing digital transformation in fashion arrive when it’s most needed.

“Outform’s global study into the behaviour of fashion shoppers in-store found that 64 per cent are already using their phones in-store and 63 per cent now want more interactive digital experiences. The Digital Mannequin is a solution that speaks to these emerging behaviours and is an important step into the future of fashion retail.

“We also know shoppers are willing to share their data if given a good enough reason to do so. For retailers, the Digital Mannequin is a chance to build better relationships with their customers by retargeting products based on what they’ve researched and purchased.”

Find out more about the Digital Mannequin here.