This project has been made within the innovation lab of Merkle. Within this lab are talented people always discovering how new technologies can be linked to Customer Relationship Management (CRM). When a new potential technology has been chosen, a team of specialists will work for one week within the Google Design Sprint to come up with a prototype which they can test with real customers on the last day.
I had the opportunity to become part of the team of specialists to combine IoT with CRM. We decided that a fitting room would give us enough potential to showcase the possibilities of the IoT/CRM combination. The fitting room is able to scan the customer's loyalty card and the chosen shop articles. Therefore, it is easy for the customer to pick out other sizes or colours. From a store, perspective is it a solution to gather a more complete insight into the target audience.
The system is revolutionary and a new digital product which requires human interaction. To shorten the adoption phrase, I created an onboarding system by creating a tour throughout the system whenever a customer wishes to use the fitting room.
Next Best Offer
The visitor of the fitting room does scan his or her loyalty card. On this card is personal online information available because of an online profile filled with purchase history, interests and provided information. The fitting room does add profile enrichment to it like interests of potential purchases, amount of minutes visiting the fitting room, styling, and more. Based on this enlarged profile can selected products be recommended via the website or display advertisements. This could potentially gather more sales.
Ease of Service
The customer of the store would like the fitting room because of their ease of service. It is easy to pick other colours or sizes or to just ask for styling advise. A total amount of all the brought clothing will also be calculated, resulting in a reduction of unpleasant surprises.
The team has created a prototype of the fitting room within the innovation lab. We have created demo profiles and items of clothing. The prototype can be used together with already existing clients to discuss the possibilities of IoT and CRM.