BestMark News

Dressing rooms get customized treatment

Some retailers, searching for a way to improve the customer experience, have decided to address the sometimes neglected dressing room area, the Record reports.

Fitting rooms have never been a very customer-friendly place. Aside from the leftover clothes, the potential of sticking yourself on pins lying on the floor and the awkwardness of sticking your head out the door when you need assistance, there are also some noted self-esteem reducers.

Little Ferry, New Jersey, resident Maribel Munoz explained to the news source that she's heard rumors that dressing rooms have cameras.

"They don't give you privacy," she told the media outlet.

There are also urban legends of retailers installing their fitting rooms with skinny mirrors to flatter a shopper's figure, and poor lighting that doesn't offer a true indication of how something fits.

"I like it at home, where I get to see everything," Munos adds.

C. Wonder, a boutique in the Westfield Garden State Plaza, intends to change all that. The store opened recently - Black Friday to be exact - and revolutionized the dressing room experience by offering customizable options.

Specifically, shoppers are given the choice to choose their own lighting and even music to set the mood.

"A soft glowing screen about waist high on the wall, beckons you to adjust your lighting and sound," the news source notes. "Based on your mood, you can select tunes from these categories: Wonderful, excited, nostalgic, flirty, playful, confident, reflective and cool." There's also a button shoppers can press to notify sales assistants that they need help.

"It's supposed to be an experience," Elissa Sutton, manager of C. Wonder's Paramus branch, told the media outlet. "We're revolutionizing shopping."

Another way C. Wonder ups the ante on customer satisfaction and loyalty is by offering lemonade to dressing room shoppers on weekends, allowing them to sip on a drink while they slip on some clothes.

Other companies have hopped on board. Prada has "futuristic" glass dressing rooms in its Soho, New York, San Francisco and Los Angeles stores, which allow customers to look up garment information and compare outfits. Plus, Aeropostale has installed clear fitting room doors that magically fog up when occupied.

Dressing rooms have even gone digital. The San Fernando Valley Business Journal reports FaceCake Marketing Technologies recently launched a 3-D "virtual dressing room" that integrates with Microsoft's Kinect technology for Windows.