Under Armour Transformed Fitting Rooms into CX and Data-Gathering Differentiators
Under Armour has transformed its fitting rooms into data-gathering hubs using Crave Retail technology. These enhanced fitting rooms feature iPads, allowing customers to view detailed product information and request assistance. This setup fosters personalized service and boosts sales by improving the customer experience. Additionally, the collected data provides valuable insights for optimizing store operations. Under Armour's innovative approach underscores the importance of integrating technology to enhance both customer interaction and operational efficiency.
Riddled with design flaws and service gaps, the fitting room has been a longtime necessary-but-evil curse plaguing the store. However, experts indicate that the mainstream adoption of RFID, coupled with the implementation of connected technology, are creating new opportunities for brands and retailers to streamline fitting room operations and improve customer experiences.
Brands like Under Armour that have highly technical products, often requiring a more considered purchase journey, have the most to gain from leveraging fitting room technology.
“The more complicated a retailer’s category mix is, the more this technology can help simplify that journey,” said Steve Rowen, Managing Partner at Retail Systems Researchin an interview with Retail TouchPoints. “Because the reality is, most consumers are not going to bother to learn about your products as much as you want them to, particularly in fashion, especially if it’s an impulse buy. The simpler you can make it for customers to get a different item, a different size, a different color or a different model at that actual point of decision, the more of a win it will be.”
Under Armour initially announced its use of fitting room technology from Crave Retailin its UA Brand House City Concept in 2020, promising it would add “yet another layer of service and ease to the athlete’s in-store experience.” The concept, more than 18 months in the making, incorporated feedback from UA’s consumer base to ensure all elements, including technology, met an intentional need.
Full story at Retail Touch Points.
