Ted Baker has launched beacon technology at its Westfield London store, which allows mannequins to communicate with customers via their smartphones.
The company has installed Iconeme technology which works via a free app when customers are within 50 metres of the Bluetooth-enabled mannequins.
The app provides details of the clothing and accessories on display, including price and links to purchase the items online or where they are in store. Other features include more detailed photos and descriptions, the option to share with friends and additional offers and rewards.
It also works when the store is closed, which means customers can shop online directly from the window mannequins.
The app can provide analytic reports including transactional and personal details, although shoppers can select which details are shared through their privacy settings.
Scott Taylor, customer relationship manager, said the company is planning further store roll-outs in the future.
Other retailers already using the Iconeme technology include House of Fraser, Jaeger, Oasis, Bentalls and Hawes & Curtis.