Barneys New York is enhancing the in-store experience at its flagship Manhattan location with iBeacon technology and an updated personalization platform.
The luxury retailer has enlisted the RichRelevance Relevance Cloud platform to:
Drive the store’s editorial personalization campaigns within the store;
Connect consumers’ online and offline behaviors and preferences; and
Help sales associates better serve clients via a customer clienteling app with “endless aisle” capabilities.
The retailer is using the iBeacons within the store to share content from its luxury editorial site The Window with shoppers as they move about the store. Content on the site includes videos displaying Barneys products, as well as look books and designer interviews.
With the Relevance Cloud, Barneys seeks to deliver personalized content recommendations to users who opt-in via the Barneys New York mobile app. The app also delivers personalized notifications when a shopper nears items that are already in their mobile shopping carts or on their wish lists — technology designed to create an efficient shopping experience for the Barneys customer.
“The customer experience in this store runs parallel in importance to the design, product and historic location,” said Daniella Vitale, COO of Barneys New York in a statement. “We want the customer to feel as though anything is possible when they walk into the store.”
Barneys New York also is collaborating with RichRelevance to power a new clienteling system that uses customer-centric personalization to provide sales associates with “endless aisle” capabilities. With this mobile app, associates can access inventory across all Barneys New York stores and, from the store floor, enter an order to be fulfilled immediately.
The clienteling app is available on associates’ iPads, which also can be used as mobile POS devices with Apple Pay.