Today, Blue Acorn announced the launch of its first-ever fitting room integration for Rebecca Minkoff, an industry leader in accessible luxury handbags, accessories, footwear and apparel. The integration comes at the same time as Rebecca Minkoff’s new responsive eCommerce site, which Blue Acorn built on Magento Enterprise Edition 1.14, the most recent edition of the enterprise-grade eCommerce platform.
To better understand how and why anyone would integrate an eCommerce site with a fitting room, it helps to understand the incredibly futuristic nature of Rebecca Minkoff’s fitting rooms.
On November 15 of this year, Rebecca Minkoff opened their new flagship store featuring wall-sized, touch-screen mirrors powered by eBay Enterprise technology. The interactive mirrors give customers the opportunity to browse runway shows, select items to try on, and even order a complimentary coffee or glass of sparkling wine. These actions lead to a virtual footprint, allowing Rebecca Minkoff to track customer movements through the store.
Once in the fitting room, customers can perform a variety of actions via another interactive mirror, including changing the light to match different environments like a nightclubs or a sunny day in the park. They can also requesting different sizes and additional items. Once they make a request, store stylists receive a notification through an associate app and deliver the items directly to the fitting room.
Meanwhile, Rebecca Minkoff uses radio frequency identification (RFID) tags to keep track of everything brought into the fitting room. They can use data to display cross-sell opportunities based on the customer’s current selections and to influence future product designs.
So why go through all of the trouble? Rebecca Minkoff’s customer base of trendy, millennial women are especially tech-savvy. They’re socially connected via their smartphones at all times. There’s a nine out of ten chance that, before a Rebecca Minkoff customer walks through the door, she used her mobile device to explore the brand. When she walks in, she expects the same brand look & feel. With that in mind, Rebecca Minkoff took a mobile-first approach to the site’s redesign.
“The mobile experience was paramount because of our high mobile conversion rates and because the omni-channel experience begins with mobile,” said Emily Culp, VP of eCommerce and strategy at Rebecca Minkoff, during Rethinking Mobile Engagement Online and In-store, an Internet Retailer webinar sponsored by Magento. “Beginning with mobile made us prioritize the content we want our consumers to see, starting with the smallest device.” That’s where Blue Acorn came in to the picture.
In anticipation of a three-day UX design workshop at Rebecca Minkoff’s New York headquarters, Blue Acorn created a thorough UX Blueprint full of qualitative and quantitative data. During the workshop, Blue Acorn and Rebecca Minkoff used that data to inspire ways to most effectively increase conversion rates and support the brand.
Throughout the design process, Blue Acorn’s UX team, as well as Rebecca Minkoff’s creative team, focused on replicating the look and feel of the showroom. Soon, the eCommerce site would become an integral part of the connected store experience, and an uninterrupted experience would be crucial to success.
But this omni-channel experience isn’t just a smart store plus smart-phones. Blue Acorn built an integration that allows customers to see the items left behind in the fitting room for future reference. All they have to do is enter their phone number into the fitting room mirror, and Rebecca Minkoff sends the a link to a customized web page at rebeccaminkoff.com. And for those items that they do choose to purchase, Blue Acorn built a Paypal extension that allows customers to pay for in-store purchases with their smartphones.
For faster page load times on the new eCommerce site, Blue Acorn facilitated the migration of Rebecca Minkoff’s hosting infrastructure to Rackspace, and the omni-channel experience is supported by Teamwork Retail POS. The site takes advantage of the Magento ecosystem by leveraging several technology partners, including: Curalate to features photos with #MyRM, LoopCommerce for electronic gift giving, Gigya for an integrated social experience, and Edgecase to create a unique experience for each user.