Inside Ralph Lauren's Connected Fitting Rooms

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By: Digiday

Ralph Lauren’s Fifth Avenue flagship store in Manhattan is home to connected fitting rooms that merge digital technology with in-store retail, meant to both remove friction from the customer experience and help the retailer make smarter merchandising decisions.

Since the new smart-mirror fitting rooms were installed in November by retail technology platform Oak Labs, Ralph Lauren has seen an engagement rate of 90 percent, which the company said was higher than expected.

“The interactive fitting rooms help Polo connect, emotionally and digitally, with consumers,” according to the company, “and technology and human touch are equal elements of Polo.”

Oak Lab’s fitting room mirrors use RFID technology to recognize the items a customer has brought in with them, rendering the products on the screen. The mirrors show other available sizes and colors for each item, as well as recommended products based on what you’ve brought in. A “call an associate” button connects to a salesperson’s tablet on the floor to call them to the fitting room. Other features like different lighting settings and language options help flesh out the brand experience.

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