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House of Fraser rolls out beacon-enabled mannequins

Published 15 August 2014

House of Fraser, a British department store group, has launched beacon-enabled mannequins, which 'talks' to shoppers or passers-by.

Technology company Iconeme, which launched the VMBeacon technology, says this is the first time beacons have been used in store mannequins.

To access the information, customers will need to download an app. Shoppers within a 50-metre range will receive information through pictures or links which may include details about the clothes on display, with links to make a purchase from a website, or details of where the outfit can be found in the store.

The service also enables consumers to share products with friends via social media or buy the product directly from House of Fraser's online store and access offers and rewards.

House of Fraser multichannel executive director Andy Harding said: "With such demand from mobile devices, it is important we continue to bring new technology to our stores, and we believe the Iconeme app provides retailers with an opportunity to really engage with their customers."

The technology will also be rolled out by luxury shirtmaker Hawes & Curtis in London and Bentalls department store in Kingston-upon-Thames.

Hawes & Curtis brand manager Edward Smith said: "We chose Iconeme because we want to develop a greater engagement with our customers. Our visual merchandising team help bring our product to life in the windows and now we can have a better understanding of how this impacts the man and woman in the street.

"The VMBeacon works 24 hours a day, so we can have instant feedback and instant sales as a result of our displays, even if the store is closed."