Kate Spade reinvented some of its retail spaces when it rolled out iPad signage for its Kate Spade Saturday stores. The Saturday line is the more affordable and casual line of the brand. The Tokyo stores are the first to get these new displays, and New York is to follow.
The iPads will display information about nearby products such as videos, marketing messages, style suggestions and most interestingly, user-generated images to encourage customer engagement. The project was spearheaded by New York City tech design firm, the Control Group.
This move is innovative for multiple reasons. The iPads can replace mannequins and allow for store managers to update in-store displays more easily and frequently, and without disturbing the sales floor. Consumers who normally search for fashion inspiration and plan outfits online can now do it in a retail environment.
From an efficiency standpoint, if Kate Spade wants to promote a particular item globally, it can now do so by simply updating their iPads across all of their stores. The digital display capability will allow managers to measure the results of their displays faster. They can see the impact of sales corresponding with a change in display.
I am impressed with Kate Spade’s ingenuity and surprised that more fashion stores haven’t done this already. Gathering customer tastes and preferences in real-time has great potential and I can’t wait to check out a store in person once this is rolled out in NYC.