Retailers are increasingly coming up with more innovative ways to
sell to their customers. ASOS, for example, has an advanced, yet
user-friendly website, a customer magazine, a mobile-optimised
site and now, joining the likes of Debenhams, Very and Figleaves,
its own iPhone app. The app, launched on 13th September, allows
customers to shop the ASOS range, save items for later and manage
their accounts. ASOS’ eCommerce director James Hart says an
Android app will follow.
Another retailer with an Apple connection is Aurora Fashions. In
September, Aurora Fashions brands Coast, Oasis, Warehouse and
Karen Millen began enabling customers to buy clothes in-store
using an iPad-enabled point-of-sale system. The system, provided
by BT Expedite, allows sales assistants to access each of the
brands’ websites from the store, check product availability and
place orders. Customers can pay on-the-spot using mobile
payments, reducing queues at the tills. The system is being
trialled in eight Aurora Fashion stores in London and
Oxford.
Luxury-apparel etailer Net-a-Porter is taking a further step to
marry traditional print advertising with cutting-edge technology.
The company has added augmented reality technology to its ad
campaigns, whereby customers download an app onto their
smartphone or iPad to access exclusive video content taken from
interviews with the models featured. The Aurasma
image-recognition technology uses the app’s camera functionality
to recognise photos on the page and overlay a moving image so
that it tracks as the camera is moved.
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