Did you know that shoppers who use fitting rooms are seven times more likely to make a purchase compared to shoppers who simply browse inventory on the sales floor? That statistic is powerful and at the same time puzzling, while the store footprint has evolved to incorporate more digital touchpoints, the fitting room has not. The fitting room offers the most lacklustre experience in the entire store. Fitting rooms are often messy, fitted with poor lighting, cramped and lack any digital touch points.
But, if getting shoppers into a fitting room can significantly increase sales, why aren’t more retailers trying to enhance the fitting room experience to create a connected consumer journey?
While current advancements in retail technology have enhanced virtually all other aspects of the purchase journey, innovating the fitting room experience has remained the elusive missing puzzle piece.
The store of the future is here and the modern fitting room will play an increasingly important role in its evolution.
Consumers still crave a personal experience while shopping; they want connection, excitement and spontaneity when committing to their next carry-on suitcase, or smart phone.
With the growth in mobile, the trend of Direct-to-Consumer (DTC) is fast becoming a reality. Innovative brands are already leveraging mobile commerce as a key channel for DTC sales.