Kate Spade to test new data-driven technologies in stores

By

Edina Sultanik

Published
Mar 22, 2017

A new research report from TimeTrade, the customer scheduling and queue management system
 has found that brick and mortar retail can still survive. And thrive. And those who are at the forefront of the evolution of retail will dominate the market in the next few years.

 The retail business has changed dramatically in the past decade,  most recently with the explosive popularity of mobile shopping.   One out of three purchases were made from mobile devices in 2016, according to TimeTrade.  However, despite mobile’s success, shoppers say while they like the convenience and information they receive from online shopping, they still want the personal customer service they receive in brick and mortar stores.

“In-store shopping is far from dead—but it does have to change to keep up with the trends. These results show that people definitely like shopping in stores so they can touch and feel products, and because they enjoy receiving prompt, personalized service. The key to success for brick- and-mortar retailers is to fully utilize their existing staff and relentlessly focus on providing personalized service to every customer,” says Gary Ambrosino, CEO of TimeTrade.

Another recent study, The ICSC Retail Technology Survey, conducted online by Opinion Research Corporation on behalf of ICSC from February 16-19, 2017, shows that integrating mobile and digital platforms into the IRL shopping experience is a winning strategy for retailers.   “Technology creates innumerable opportunities for retailers to better reach – and convert – consumers,”  said Tom McGee, President and CEO of ICSC. “Collecting data on a shopper’s specific buying habits can create a healthier connection. Through closely understanding the wants and needs of shoppers, retailers can drive more store visits and create a stronger bond.”

One company that’s experimenting with new technologies in store is Kate Spade.  The company is updating their in-store retail experience by introducing new information driven technology that offers highly personalized style, fit, and size recommendations to shoppers at select Kate Spade New York stores.  The technology, created in a partnership with Tulip Retail, a mobile application platform, and True Fit,  a data-driven personalization platform for footwear and apparel retailers, provides an information-driven platform where sales associates become more knowledgeable by having access to product information and features, and can interact with shoppers on a more personal level,  by gaining access to personalized customer preferences, such as preferred brands, styles, and size information.  The new tech will debut at Kate Spade stores later this year.