Table of Contents
- Introduction
- The Transformation of Fitting Rooms
- Fostering a Human Connection
- Expansion and Optimization
- Creating Value Across the Organization
- Keys to Success: Continuous Improvement
- Conclusion
- FAQ
Introduction
Imagine walking into a store and finding a fitting room experience that feels more like a personal consultation rather than a hassle. In traditional retail, the fitting room has long been a paradox; it is essential for trying out products but often marred by design flaws and service gaps. Under Armour has disrupted this narrative by integrating cutting-edge technology into their fitting rooms, turning them into hubs for superior customer experience (CX) and valuable data collection.
Under Armour's innovative approach, which includes the implementation of RFID and connected technology, makes fitting rooms not just a space for trying on clothes but a significant part of the customer’s buying journey. In this blog post, we'll examine Under Armour's fitting room innovations, highlighting how they enhance customer experience and drive business value. We'll also explore how technology plays a supporting role in human interactions and how ongoing testing and learning optimize these efforts.
The Transformation of Fitting Rooms
Under Armour announced their fitting room technology from Crave Retail in 2020, integrating it into their UA Brand House City Concept. The technology aims to simplify the often complex purchase journey, especially for their highly technical product range. With the use of an iPad in each fitting room, customers can access detailed product images, descriptions, and even request different sizes or colors—all without leaving the fitting room.
This innovative approach addresses several long-standing issues:
- Ease of Information Access: Customers can view in-depth product details right at the point of decision.
- Enhanced Service: Customers can directly connect with store associates for personalized assistance.
- Data Utilization: Associates get real-time and historical data to provide better service.
Fostering a Human Connection
Josh Denton, Under Armour's Head of Direct to Consumer for the Americas and Global Retail, emphasizes the role of human connection in retail. This fitting room technology serves as a conversation starter, letting associates explain the benefits and features of Under Armour's products.
Denton introduces the concept of "co-assist moments," where technology supports and enhances human interactions. Essentially, technology aims to facilitate, not replace, human engagement. This approach ensures that the customer's experience remains personalized and informative, which is crucial for Under Armour's technical product line.
Expansion and Optimization
Given its success, Under Armour has expanded this connected fitting room experience to multiple locations, including their UK Brand House in Battersea Power Station and a new store in Johannesburg, South Africa. The brand has seen a clear correlation between fitting room usage and improved transaction values and conversion rates.
Optimization efforts involved extensive testing and learning. Initially, feedback was gathered from store managers and other service channels to understand common customer queries. Under Armour then built a mock fitting room on their campus to conduct controlled tests, gathering insights from focus groups.
The focus groups provided valuable feedback on various aspects, including lighting, mirrors, and the technology itself. One crucial insight was the need for a true name exchange to personalize the experience further. Following this, associates received iOS devices with the Crave app to record customer names and track the products they tried on.
Creating Value Across the Organization
While the primary audience for this technology is consumers and in-store associates, it also offers substantial value to multi-store leaders and executive teams. With data from 1,800 stores globally, leaders can better understand customer behavior and store performance, making informed decisions to improve service and operations.
Driving Business Impact
Under Armour's fitting room transformation underscores the importance of integrating data-driven insights into retail strategies. The ability to track customer behavior in fitting rooms provides an unparalleled opportunity to gather actionable data. This initiative ties directly to their business goals, helping to drive sales and improve customer satisfaction.
Keys to Success: Continuous Improvement
The success of Under Armour's fitting room technology lies in their commitment to continuous improvement. They have adopted a test-and-learn culture, regularly updating and optimizing the technology based on customer feedback and data insights. This iterative process ensures that the fitting room experience evolves to meet customer needs continually.
Enhancing Customer Engagement
Under Armour's fitting room technology also facilitates deeper customer engagement. By enabling a seamless interaction between customers and associates, it ensures that customers receive personalized service at a critical point in the buying journey. This high-touch approach significantly enhances the overall shopping experience.
Conclusion
Under Armour’s innovative use of technology in fitting rooms showcases how retailers can transform a traditionally weak point into a key differentiator. By integrating RFID, connected technology, and personalized service, Under Armour has turned fitting rooms into vital touchpoints for enhancing customer experience and gathering actionable data.
The blend of technology and human touchpoints exemplifies a future-forward approach to retail, setting a new standard for customer-centric innovation. Retailers looking to emulate this success should focus on combining technological tools with personalized service, emphasizing continuous improvement and data-driven insights.
FAQ
How does the fitting room technology work?
The technology includes iPads in each fitting room, allowing customers to access detailed product information, request different sizes or colors, and connect with associates for personalized service.
What benefits does this technology offer to Under Armour?
The technology simplifies the buying journey, enhances customer experience, and provides valuable data for optimizing service and operations across stores.
How has Under Armour optimized this technology?
Under Armour conducts regular testing and gathers feedback from focus groups to continuously improve the fitting room experience. They emphasize a test-and-learn culture to ensure the technology meets evolving customer needs.
What role do associates play in this tech-enabled fitting room?
Associates use the technology to facilitate personalized interactions with customers, ensuring that human touchpoints remain a core part of the shopping experience.
Why is continuous improvement important for this initiative?
Continuous improvement ensures that the fitting room experience evolves to meet changing customer expectations and leverages new technological advancements to enhance service quality.
