As department store retailers regroup from their disastrous Q1 results and adjusting to the continued growth of digital commerce, they are seeking innovative ways to draw customers into their brick-and-mortar stores — and to keep them there as long as possible. Neiman Marcus has an answer that provides a much-needed service to customers: complimentary phone charging stations. An added bonus for the retailer is that while the phones are charging, customers can’t use them to check prices at competing retail outlets.
Neiman Marcus installed the ChargeItSpot kiosks the week of May 16 in its Washington, D.C. and Tysons Corners, Va. stores. The custom-designed units reflect the Neiman Marcus aesthetic, from the design exterior to the digital onscreen capability to the lights in each kiosk’s eight secure lockers. The planned rollout will continue through September, totaling 37 charging station across 30 locations.
“At Neiman Marcus, superior customer service starts with a great overall experience in the store,” said Wanda Gierhart, CMO of Neiman Marcus Group in a statement. “The ChargeItSpot kiosks allow our customers to charge their phones securely while they shop. It is very important to us that we work with technology to continue to improve our customers’ experience.”
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ChargeItSpot first partnered with Neiman Marcus in 2014 to test branded phone charging stations in its flagship Bergdorf Goodman store in New York City, and then expanded into additional Neiman Marcus locations in 2015.
