109 Men’s department store in Shibuya has gone hi-tec with it’s shopping experience by introducing digital interactive clothes hangers to one of it’s shops. The hangers, from Japanese company Team Lab, interact with digital displays above the products, triggering certain images and videos to be played when the hangers are picked up by a shopper.
The hangers look the same as a normal hanger but with a larger middle area which contains an embedded RFIDchip. When handled by the shopper the hanger’s chip sends a signal to a computer which controls specific displays around the store corresponding to the position of that hanger.
In the shop we tried it out in, the display infront of the item automatically changed to display the product as well as other items that might go with it. The hanger can also be programmed to change the store’s background music, lighting and any other visuals programmed.
This interactive visual merchandising not only catches the eye of the consumer and drives through further purchasing through recommendations, but also logs details and aggregates data as to how popular an item is or how effective its positioning is in store. It is also a particularly unobtrusive form of marketing that blends in with the shop itself adding to the shoppers experience in a far more natural way.
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