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Merging Channels
Another concept Prada is experimenting with is merging the online and offline channel. Once George has helped you pick out a few items you want to try on, they are brought to the dressing room and placed in a smart closet. Prada plans to offer a system where the sales associate creates a session for you and everything you hang in the closet is identified. If you want, you can save the information in your personal database. The idea is the next day, when you have time at work, you can go online to a special Web site created for top customers and see the items in your "digital closet."
You will be able to get more information about the items or see related products. You can't actually order anything and pay with your credit card, since Prada wants the relationship to be personal. But there is a tool that lets you message sales associates. You can tell them that you'd like to come in and try on a few related items you found on the Web, or arrange for you to pick up the handbag you picked out for your wife at the store. This lets Prada maintain the customer relationship even when you aren't in the store.
"There will be a series of tools that will be on the Web that will give customers access in different ways, and these will change over time," says Eckfeldt. "As Prada develops new ideas, there will be new things that will let people experience the collection in new ways."