General Pants launches interactive customer kiosks in-store

Retailer says the new kiosks will bring together online and offline consumer shopping experiences together but is more than just omni-channel

Clothing retailer, General Pants Co, is rolling out new in-store kiosks in a bid to bring together online and offline sales activity into one interactive experience.

The kiosks have taken six months to develop and will be rolled out to 300 devices and 47 stores nationwide. They utilise a centralised management systems and data analysis tools and include a range of music, fashion and social media features.

These include ‘insta-opinion’, which allows consumers to photograph themselves wearing or holding up an item from the store then submit that photo in real-time for feedback from other kiosk users for a thumbs up or down.

The ‘what’s playing’ function allows customers to choose what music track is broadcast across the store through Spotify. The company has partnered with The Naked and Famous to create the playlists.

‘Our picks’ showcases trends in clothing and accessories which customers can browse, purchase in-store, email to themselves or order from the Kiosk and shipped directly to their house. The ‘people’ feature include photos chosen by General Pants staff and customers of different looks, which have been shared across Twitter, Vine, Facebook and Instagram. Consumers will also be able to use the kiosks to purchase looks shown in the photographs.

Other features include ‘what’s new’, and ‘what’s happening’, which will curate content produced by the marketing, buyer and store teams both on the brand and clothing lines, as well as information about concert tickets, collaboration and celebrity spotting in-store. All kiosks will also have a help button to alert staff to customers needing further assistance.

The new kiosks are based on a marketing automation platform from Responsys, SAP’s Hybris ecommerce platform, and an Epicor ERP solution. Epicor is also providing tools to unify inventory across all sales channels. General Pants partnered with Digital Artists Network as its lead technical and creative partners on the kiosk project.

Coming to grips with omni-channel retailing
Aussie shoppers want real-time help online
Why shopping isn’t the only thing online retailers should worry about

General Pants CEO, Craig King, said the kiosks are about focusing on what customers are doing, rather than looking for an omni-channel approach. “We asked ourselves what we are doing for them, how we can better communicate our stories and how do we enrich their experience,” he said.

“We have taken key insights we have learnt in recent years and used these to develop the kiosks. We have made sure they encompass everything our consumer has been asking for including social integration, time poor options for shopping, peer-to-peer shopping, music, fashion, technology and entertainment all curated by the ‘global trend hunters’, the General Pants team.”

The kiosks are initially being installed in the retailer’s 10 NSW locations, with the remainder rolled out to all 47 stores nationally by February 2014.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook:

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...

CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in