Interview with Aliya Khasianova, Head of Omnichannel Sales, 12 STOREEZ

1. Why did you decide to digitise the fitting room experience?
   Delivering exceptional experiences is a top priority for customers who visit our stores - they have high expectations and we always strive to exceed these. We have already implemented a variety of digital solutions to provide our customers with a better retail experience. To date, we focused a lot on our shop floor, ensuring our customers get a highly personalised and bespoke experience. At one point we had a critical look at our fitting rooms and realised we were offering the same service as the rest of the brands on the market, which wasn’t good enough for us. We wanted to give an exceptional experience, rather than the one a client could get almost anywhere.
   
   
   
   
   
2. What made you choose Mercaux as your Digital Fitting Room partner?

   We’ve been working with Mercaux for over two years now, and their solutions always proved to be easy to launch and very intuitive to use. We always strive to be ahead of the curve when it comes to implementing new technologies in our brick and mortar. We were clear with our brief - we weren’t after a ‘magic mirror’, a solution that was considered quite groundbreaking until it turned out to provide very few benefits to both retailers and customers. 

   When we began to review our fitting room experience, Mercaux was the first phone call we made to see if they had any solutions that could help. They are a company that is always searching for the next big thing, the most innovative solution that helps businesses achieve their goals. Mercaux quickly came back with a technology that fitted our bill, and we were going to be the first retailer to implement it in a physical store. 

3. How has the project gone so far?

   We launched in December 2020, and in such a short period of time, we are already seeing some great results. Astonishingly, the solution generated 25% more in-store sales and has been a huge help when it comes to optimising inventory. 

   Our customers love it too - we get a lot of positive feedback from the clients.

    

   Digital Fitting Room Touch Screen Devices

4. What would be your tips & recommendations for other retailers considering Digital Fitting Rooms?

   Spend a lot of time trying to envision the technology in your store - and make sure to support its launch by talking about it through your marketing channels. Most importantly, choose a partner that shares your vision for providing exceptional customer experiences. 

   For us, the project came to fruition because Mercaux understood our needs and challenges, as well as sharing their own ideas and guiding us with our approach. When it’s a two-way street, it’s a win-win for everyone involved, and it means that in the end, we can create the best solution for our customers.