MASTERCLASSING

Iconeme Launches Beacon-Enabled Mannequins

Tim Maytom

Iconeme-Bentalls photoTechnology and design company Iconeme has unveiled its VMBeacon enabled mannequins in three luxury retail locations across the UK.

The mannequins appear in House of Fraser's Online Store in Aberdeen, Hawes & Curtis in London and Bentalls in Kingston upon Thames. Designed specifically for visual merchandising, the technology enables customers to receive details via their smartphone about the clothes displayed on the mannequins, and allows retailers to engage consumers directly through their mobiles.

Mobiles with Iconeme's free app, available for iOS and Android, are notified upon passing within 50 metres of the VMBeacon enables mannequins, receiving an automatic alert that there is content they can access, including prices and locations for items within the store, and links to purchase directly from the the retailer's website.

"The technology will change the way people shop on the high street, as it brings together both on and offline retail," said Jonathan Berlin, co-founder of Iconeme. "Research shows that customers already use their smartphones while shopping in store, but until now, the retail industry hasn't realised the full potential of this.

"The VMBeacon creates a completely new dimension to the shopping experience, by combining the consumer desire to be connected on the go, with the bricks and mortar store. House of Fraser, Hawes & Curtis and Bentalls have recognised this opportunity and share our vision for the future."

"We are delighted to be one of the first retailers in the world to trial the new VMBeacon technology and Iconeme App at our Online Store in Aberdeen," said Andy Harding, executive director for multi-channel at House of Fraser. "We are always looking at ways to integrate new and innovative technology to help maximise customer shopping experiences.

"With such demand from mobile devices, it's important we continue to bring new technology to our stores, and believe that the Iconeme App provides retailers with an opportunity to really engage with their customers."

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