House of Fraser, Hawes & Curtis install tracking beacons in mannequins

A way of bringing together online and physical retail

House of Fraser, Hawes & Curtis and Bentalls are three retailers that are pioneering beacon technology in store mannequins.

The VMBeacon technology, from start-up Iconeme, tracks customers who pass by or shop in the store, and sends them details via their smartphones about clothes on display.

Andy Harding, executive director for multichannel at House of Fraser, said: "With such demand from mobile devices, it's important we continue to bring new technology to our stores, and believe that the Iconeme App provides retailers with an opportunity to really engage with their customers."

Customers with a free Iconeme Android or iOS app on the phones will receive an alert about the content they can access when they are within a 50 metre range of the enabled mannequins. This content may include more detailed photos and descriptions, and customers would also be able to use the app to save looks for later, share them with friends and to access additional offers.

The beacon technology is installed directly in a mannequin or visual merchandising product, and transmits information that has been programmed by the retailer via a secure web portal.

Retailers can choose what information to share with customers, and can access analytic reports to gain customer insight to help improve service and sales. For example, they could receive data such as age and gender of customers, their location, what outfit they viewed and whether a purchase was made online. Customers can set their privacy settings to only share the personal information they want to make public.

Edward Smith, brand manager at Hawes & Curtis, said: "Our visual merchandising team help bring our product to life in the windows and now we can have a better understanding of how this impacts the man and woman in the street.

"The VMBeacon also works 24 hours a day, so we can have instant feedback and instant sales as a result of our displays, even if the store is closed. It's a complete game-changer for the retail industry."

The technology is currently installed in House of Fraser's Aberdeen Online Store, at a Hawes & Curtis store on Jermyn Street, London and at Bentalls' Kingston-upon-Thames store.

In June, over 100 retailers on London's Regent Street announced plans to deploy location-aware beacon technology to offer shoppers personalised services through their mobile devices.

The initiative, run by the Crown Estate, will allow shoppers to download an app which delivers personalised marketing content to their mobiles as they walk by stores, as well as allowing businesses to build a profile of shoppers.

The service will rely on Bluetooth technology deployed at participating retailers, including Hamleys, Hackett, Karl Lagerfeld and Anthologies. More retailers are expected to join up in the near future.

The platform will be iOS only at first, with other operating systems being considered at a later date.

A number of UK retailers have begun to trial location aware services. For example, supermarket chains Tesco and Waitrose are currently looking at the use of Apple's iBeacon technology, after introducing the technology to a small number of stores.

Join the CSO newsletter!

Error: Please check your email address.

Tags Hawes & CurtisretailsecurityBentallsHouse of Fraserindustry verticalsIT Businessprivacy

More about Kingstonmobiles

Show Comments

Featured Whitepapers

Editor's Recommendations

Solution Centres

Stories by Anh Nguyen

Latest Videos

  • 150x50

    CSO Webinar: Will your data protection strategy be enough when disaster strikes?

    Speakers: - Paul O’Connor, Engagement leader - Performance Audit Group, Victorian Auditor-General’s Office (VAGO) - Nigel Phair, Managing Director, Centre for Internet Safety - Joshua Stenhouse, Technical Evangelist, Zerto - Anthony Caruana, CSO MC & Moderator

    Play Video

  • 150x50

    CSO Webinar: The Human Factor - Your people are your biggest security weakness

    ​Speakers: David Lacey, Researcher and former CISO Royal Mail David Turner - Global Risk Management Expert Mark Guntrip - Group Manager, Email Protection, Proofpoint

    Play Video

  • 150x50

    CSO Webinar: Current ransomware defences are failing – but machine learning can drive a more proactive solution

    Speakers • Ty Miller, Director, Threat Intelligence • Mark Gregory, Leader, Network Engineering Research Group, RMIT • Jeff Lanza, Retired FBI Agent (USA) • Andy Solterbeck, VP Asia Pacific, Cylance • David Braue, CSO MC/Moderator What to expect: ​Hear from industry experts on the local and global ransomware threat landscape. Explore a new approach to dealing with ransomware using machine-learning techniques and by thinking about the problem in a fundamentally different way. Apply techniques for gathering insight into ransomware behaviour and find out what elements must go into a truly effective ransomware defence. Get a first-hand look at how ransomware actually works in practice, and how machine-learning techniques can pick up on its activities long before your employees do.

    Play Video

  • 150x50

    CSO Webinar: Get real about metadata to avoid a false sense of security

    Speakers: • Anthony Caruana – CSO MC and moderator • Ian Farquhar, Worldwide Virtual Security Team Lead, Gigamon • John Lindsay, Former CTO, iiNet • Skeeve Stevens, Futurist, Future Sumo • David Vaile - Vice chair of APF, Co-Convenor of the Cyberspace Law And Policy Community, UNSW Law Faculty This webinar covers: - A 101 on metadata - what it is and how to use it - Insight into a typical attack, what happens and what we would find when looking into the metadata - How to collect metadata, use this to detect attacks and get greater insight into how you can use this to protect your organisation - Learn how much raw data and metadata to retain and how long for - Get a reality check on how you're using your metadata and if this is enough to secure your organisation

    Play Video

  • 150x50

    CSO Webinar: How banking trojans work and how you can stop them

    CSO Webinar: How banking trojans work and how you can stop them Featuring: • John Baird, Director of Global Technology Production, Deutsche Bank • Samantha Macleod, GM Cyber Security, ME Bank • Sherrod DeGrippo, Director of Emerging Threats, Proofpoint (USA)

    Play Video

More videos

Blog Posts

Market Place