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: https://www.facebook.com/CMOAustralia

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in