Ted Baker introduces beacon technology

Fashion retailer Ted Baker has introduced beacon technology in its Westfield White City store, which allows mannequins to communicate with customers via their smartphones.

Using Iconeme technology, customers can access details on the clothing and accessories on display, such as price and links to purchase the item online or where they are in the store, via the free Iconeme app, which is available on iOS and Android devices.

Shoppers can also see more detailed photos and descriptions of the products and save looks for later, share with friends and access additional offers and rewards.

The beacon technology also works when the store is closed, allowing customers to shop online directly from the window mannequins, as long as they are within a 50 metre range of the Bluetooth enabled mannequin.

Scott Taylor, CRM manager at Ted Baker, said: "Our customers are at the core of everything we do and we strive to ensure that their shopping experience is as seamless and engaging as possible.

"We believe that shoppers want to be able to access the latest technology and use their smartphones while in store, and this new venture will enable us to build on and enhance our customer journey. We're launching this new technology in our Westfield White City store, with further roll-out planned in the near future."

Other retailers already using the Iconeme technology include House of Fraser, Jaeger, Oasis, Bentalls and Hawes & Curtis.