DVF, Mastercard team up for in-store tech

Dive Brief:

Mastercard and Diane Von Furstenberg earlier this week partnered to introduce the DVF InCharge platform and the Mastercard Her Ideas Start Something Priceless initiative in order to utilize technology to give "intelligent insights to store associates" and shoppers more robust product information and brand engagement.
With the integration of Mastercard tech, DVF shoppers can access QR codes that unlock the story behind garments, as well as styling recommendations and product information. Store associates can use the technology to share product information with customers and give recommendations depending on the time of day, day of the week, demand for products and other factors, according to a company press release.
DVF and Mastercard will also roll out a series of day-long events and panel discussions featuring Diane von Furstenburg and Cheryl Guerin, Mastercard's executive vice president of North America marketing and communications, the company said in its release.

Dive Insight:

Do consumers prefer to receive guidance from their smartphones or a store associate? The answer to that question depends on who you ask.

A 2020 Sensormatic Solutions survey found that 64% of consumers prefer to engage with associates over robots when shopping in-store. On the other hand, a 2019 RetailMeNot report found that 69% of shoppers want to check product reviews on their phones instead of asking a store associate.

It appears that DVF is looking to test out both human and tech-centric approaches. Other retailers, like Ralph Lauren and 7-Eleven, have also introduced tech aimed at providing consumers with product information and offering their staffers with store performance insights. A July 2019 report from A.T. Kearney found that only one-third of consumers have experienced emerging retail technology used in physical stores, suggesting that there's room for retailers to integrate more tech bells and whistles into their physical stores.

"Connecting is really important, especially if you want to be a brand that stands out to consumers today," Diane von Furstenberg said in a statement. "With this technology, DVF has the unique opportunity to bring our customers on a journey, allowing them access to content that brings them closer to our brand story."