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Through the tweeting glass

New mirror technology lets shoppers view themselves in outfits that they can share with friends via social networks.

Social networking has been brought into the bricks-and-mortar realm at Westfield London, where a ‘tweet mirror’ has been installed for a one-week
beauty and fashion event called The Big Fashion Wardrobe.

The mirror technology by retail services company Nedap Retail will be sited in an area called Go Virtual and will allow customers to view themselves in different outfits by looking at the screen. What makes this mirror different is that customers can share these images with friends via social networking sites or email.

With the mirror’s built-in digital camera, shoppers will be able to take a range of pictures using the tweet mirror to show product from different angles and views.

Using touchscreen technology, they can then easily post the images on Twitter or Facebook to garner opinion and reaction from their peers.

Incorporating both shopping and social networking, the tweet mirror gives shoppers an interactive experience with the added advantage that the feedback from their peers could make them more likely to buy - if it’s positive, of course.

If shoppers use the tweet mirror but don’t make a purchase, an image of the product will be emailed to the customer with a link to the retailer’s online store so they can buy it at a later date.

By encouraging the sharing of product images, stores increase awareness among shoppers and reach out to a new audience via existing customers.

Customers are becoming more active on Twitter and Facebook and many are now sharing images via mobile phones. The tweet mirror is an extension of what customers are already doing, allowing for more interaction.

The tweet mirror is also a great opportunity for data collection, which can be more challenging in a store. The follow-up process means customers
are reminded of the retailer and the product and are given yet another opportunity to buy.

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