Lyle & Scott install beacon technology

Knitwear brand Lyle & Scott has introduced beacon technology at its flagship Carnaby Street store in London, following a partnership with Iconeme.

The Iconeme beacons, which are also being used by Ted Baker, House of Fraser and Oasis, are linked to mannequins within the store’s window display, and are being used to promote the knitwear brand’s new launch, Lyle & Scott Junior, which debut last month at the store.

After customers download the free Iconeme app, the beacons are triggered by a user’s phone from a distance of up to 30 metres and can be concealed within the store, sending messages in the form of an alert. From there, shoppers can access further information and prices for the clothes and accessories on display, be pointed to the location of products within store and receive offers and rewards.

The advantage of using this technology is that it works 24/7, even when the store is closed, so consumers passing by the window can add a look to their favourites and then purchase items at their leisure, as well as easily share them across all social media channels.

The Carnaby Street store is currently just trailing the technology, but if successful the brand has indicated that it may look to “roll out the technology to other stockists and also incorporate it into broader marketing campaigns”.