Fashion retailer Gerry Weber's flagship stores in Germany will feature touchscreen mirror technology as part of newly designed interactive changing rooms.
The installation marks the first international technology deployment from US-based Oak Labs, the driving force behind the digitisation of Polo Ralph Lauren's New York flagship.
Gerry Weber is introducing the Oak Mirror, replacing a standard fitting room mirror with additional, interactive features that include mood lighting settings, RFID-enabled content related to products brought into the changing room and improved digital communication channels.
Central to the new communication channels is the link between the fitting room and store staff via the Oak Associate App, which can be used to contact sales associates on their mobile devices. Employees can then respond to a shopper's request with a note that appears on the mirror – for example, "on my way", which appears alongside their name and photo.
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Gerry Weber is expected to gain access to new data points which have previously gone uncaptured, allowing the business to measure shopper engagement and behaviour in the fitting room space, as well as track the conversion of specific items in the participating stores.
Michel Feurich, CIO of Gerry Weber, said: "By providing our customers with one of the newest developments in retail technology we take their individual shopping experience to a new and unique level.
"We are really happy that with Oak Labs we have found a forward thinking and reliable partner to further realise our vision of merging fashion and technology, emotion and innovation and to bring this solution to European customers for the first time."
Founded in May 2015 by Healey Cypher, Darren Endo, Michael Franklin and Flynn Joffray, Oak Labs' aim is to help retailers introduce online commerce features into the bricks and mortar environment.
The work Oak Labs conducted with Ralph Lauren went live to customers in November 2015, when the brand opened its new look flagship on Fifth Avenue.
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