Dive Brief:
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With tablets installed into its dressing rooms, Bloomingdale’s allows customers to browse alternative colors and items, consult reviews, and call for assistance without opening the door and peeking around in hopes of finding someone.
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Bloomingdale’s has installed Apple iPads in the dressing room stalls of five of its 37 stores. The iPads are connected to its inventory-management systems so that customers get an accurate sense of what's available.
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The tablets also make recommendations for accessories or other pieces of clothing that would go well with the apparel a customer is trying on.
Dive Insight:
Brick-and-mortar stores already have one advantage when it comes to dressing rooms: Customers can see and feel the clothing they’re thinking of buying. Technology like this also brings in the kind of information shoppers are used to getting online, like alternative colors, availability, and reviews. If it works, look for Bloomingdale’s and Macy’s — and their competitors — to adopt this kind of virtual dressing room assistance.