Dive Brief:

• Rebecca Minkoff’s “connected” fitting rooms at its flagship store in New York City’s Soho neighborhood has boosted customer engagement and sales, Rebecca Minkoff's CEO, Uri Minkoff, told Digiday. 
• The interactive fitting room screens look like mirrors until touched, then customers can browse a number of lookbooks or order a free coffee or champagne to sip while they shop. 
• Minkoff is using the data collected on customers’ in-store interactions to steer its product selection, as well as deliver more personalized service. 

Dive Insight:

Making the most of its 700-sq.-ft. space, Rebecca Minkoff’s Soho flagship store uses touchscreens to help customers mix and match sizes and styles and offer a free drink in exchange for their phone number, which associates can then use to communicate with shoppers in-store.

Powered by eBay, the system recognizes RFID tags on items in the fitting room, allowing shoppers to see the items onscreen in a variety of looks, colors, and sizes. The screens have not only upped the amount of time customers spend in stores, officials say, but have also helped the brand realize three times the clothing sales it expected upon opening. Minkoff has used the data resulting from customer interactions to recalibrate its collections to include more off-hours looks.

Minkoff will soon ask frequent shoppers to alert store associates to their presence using beacons and an app, allowing store associates to access shopper histories and further personalize and its in-store experience.