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Seafolly’s ‘magic mirrors’ do more than delight customers

Swimwear retailer Seafolly unveiled its highly anticipated ‘magic mirror’ technology at the Westfield Bondi Junction store in Sydney on Wednesday.

Tied directly to Seafolly’s stock management system, the technology allows customers to ‘ping’ store associates to bring them a different size without leaving the fitting room and recommends complementary items based on what they have brought into the fitting room to try on.

A store associate told Inside Retail that the recommendation feature has led to an increase in items-per-conversion.

But the real magic is invisible to customers; it’s happening behind the mirrors.

Since each Seafolly product in the store is monitored at all times by an underlying RFID technology provided in partnership with SOLOS, the retailer can conduct weekly stocktakes in roughly five minutes, according to a store associate.

This means store associates can more easily find stock that has been misplaced, or identify stock that is missing.

Seafolly Westfield Bondi Junction

“Seafolly is super excited to be first in this space,” Seafolly director of IT Nathan Alexander said at the launch event.

“Leveraging embedded RFID (radio frequency identification), the internet-of-things and new smart devices … presented us the opportunity around smart mirror technology, what that could do for our business, our customers and how they engage with us as a brand.”

“The technology is [meant] to work with our sales team, [who] do an amazing job, in selling our product and working with people to fit them… [It’s] really about augmenting that experience and creating a great experience for our customers,” said Alexander.

Should the technology prove successful over the holiday period, it is expected it will be rolled out across Seafolly’s national stores March 2019.

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