Even as the right bright of retail dims a little, the value of in-store to brands is still paramount.
Fitting rooms are evolving past poorly lit mirrored closets and transforming into critical data touch points. By tracking the movement of in-store products using RFID technology and scanning systems, brands can follow item-by-item performance to make decisions.
“We keep our sales floor super streamlined,” said Yael Aflalo, Reformation’s founder, in a previous interview. “If something never goes into the dressing room, or if it doesn’t convert, we’ll stop putting that out. If there’s something that converts really well, we’ll promote that item. The floor serves as a place for intelligent customer product suggestions.”