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Lyle & Scott launches smart mannequins

Scottish menswear business Lyle & Scott has teamed up with tech firm Iconeme, launching smart mannequins at its flagship store on London’s Carnaby Street.

Beacons at the store are triggered by shoppers’ smartphones. If they have downloaded the Iconeme app, they will receive alerts as the enter the store from a distance of up to 30m.

Shoppers can access further information and prices for the clothes and accessories on display, be directed to where products are displayed in the store and receive offers and rewards. Consumers passing by the window when the store is closed can add a look to their favourites and then purchase items online.

Ted Baker was first to install the technology at its Westfield London store in January. It has since been adopted by House of Fraser, Oasis, Jaeger, Bentalls and Hawes & Curtis.

At Lyle & Scott, the Iconeme beacons have been linked to mannequins within the window display, currently showcasing Lyle & Scott Junior, which launched last month at the Carnaby Street store. Lyle & Scott is offering customers 20% off in-store purchases upon presentation of the Iconeme app.

If the beacons prove successful, it could look to roll them out across other stores.

Lyle & Scott will launch new ranges, including a new technical performance golf range and a new base layer range, for autumn 15.

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