Mirror, mirror: what should I wear?
2017年9月22日 - 1:00PM
JCN Newswire
Mirrors that offer suggestions for what to try on in the fitting
room have great potential to accelerate the shopping process and
increase sales, according to a study in the Pertanika Journal of
Science and Technology.
A 'smart mirror' combines cameras, sensors and displays with
powerful cognitive algorithms that predict a customer's age, gender
and current outfit, to offer clothing suggestions based on personal
preferences and trends. For example, a customer trying on a shirt
might be encouraged to try on another size or colour of that
shirt.
Ravi Ramakrishnan and Dr Loveleen Gaur, researchers associated with
Amity University in India , investigated how well smart mirrors can
assist customers and prompt more sales. They asked 55 female
participants to use a smart mirror, and then surveyed them about
the technology.
Garments were attached with a tag that allowed the smart mirror to
identify and suggest similar products. Participants were given a
smart brand loyalty card with a history of their past purchases,
which is used to provide suggestions based on what they bought
previously. The consumer could adjust the lighting on the mirror to
see how they look in different weather conditions and take an image
of the clothes and upload it onto social media.
The results revealed that smart mirrors successfully captured a
consumer's profile, current clothing, colour preference, age and
gender. It reduced time spent searching for alternatives by proving
suggestions and alerting shop staff to bring the items to the
fitting room. Overall, customers spent less time in the store, and
bought more of what they tried. This had the added benefit of
reducing the time shop staff spent returning unwanted items to
shelves and racks.
Moving customers through the store more efficiently also meant more
time fitting rooms were available for potential new customers. And,
retailers gained much better insight into consumer preferences
through the data from their smart brand loyalty card.
Some challenges remain, especially ensuring security of private
information collected by smart mirrors. Designers are also
investigating how to use the mirror for advertisement or display
boards when not in use by a customer.
Future analysis of other factors is required including a suitable
model development for using the above smart channel for
manufacturing insights to garment providers, including culture,
high-end designer clothes, and the effects of long-term use on
consumer behaviour. Adding facial, speech and emotional
recognition, as well as preference recording and suggestions, will
help improve consumer experience and increase the demand in
shopping centres worldwide, the researchers conclude.
This original paper, "Understanding Consumer Preferences using IoT
SmartMirrors", is available on http://bit.ly/2eYKiDi .
For further information, please contact:
Ravi Ramakrishnan
Uflex Limited
Email: ravi.ramakrishnan@gmail.com
Dr Loveleen Gaur
Amity University
Email: lgaur@amity.edu
About Pertanika Journal of Science & Technology (JST)
Pertanika Journal of Science & Technology (JST) is published by
Universiti Putra Malaysia in English and is open to authors around
the world regardless of nationality. Currently, it is published
twice a year in January and July. Other Pertanika series include
Pertanika Journal of Tropical Agricultural Science (JTAS), and
Pertanika Journal of Social Sciences & Humanities (JSSH).
Pertanika Journal of Science & Technology aims to provide a
forum for high quality research related to science and engineering
research. Areas relevant to the scope of the journal include:
bioinformatics, bioscience, biotechnology and bio-molecular
sciences, chemistry, computer science, ecology, engineering,
engineering design, environmental control and management,
mathematics and statistics, medicine and health sciences,
nanotechnology, physics, safety and emergency management, and
related fields of study. www.pertanika.upm.edu.my
For more information about the journal, contact:
The Chief Executive Editor (UPM Journals)
Office of the Deputy Vice Chancellor (R&I)
IDEA Tower 2, UPM-MDTC Technology Centre
Universiti Putra Malaysia
43400 Serdang, Selangor, Malaysia
Phone: +603 8947 1622 | +6016 217 4050
Email: nayan@upm.my
Distributed for Pertanika Journal of Science & Technology by
ResearchSEA.
Source: Pertanika Journal
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