Neiman Marcus is giving an online glimpse of its Memory Mirror technology, previously available only in-store. Curious consumers can download the free iPhone app to get a demonstration of the technology, which lets shoppers compare outfits side by side that they’ve already tried on and captured in a 360-degree view with the mirror’s camera and software.
The app lists the features of the Memory Mirror and tells shoppers how they can buy the $30,000 device for themselves from the luxury retailer’s 2015 Fantasy Gifts catalog (It requires a phone call).
Fantasy Gifts are a staple of Neiman Marcus’s yearly Christmas Book; this holiday’s priciest item is a 12-day, $400,000 trip to India’s finest hotels and restaurants, with transportation via private airplanes and vintage cars.
The Memory Mirror lets users post images of their outfits online and share them on social media or via email and save the images to their mobile devices. A shopper using the mirror may also immediately contact a sales associate for advice, says John Koryl, president, Neiman Marcus stores and online at Neiman Marcus. Neiman Marcus CEO Karen Katz recruited Koryl from Silicon Valley to expand the Dallas-based retailer’s online business. A shopper can use a purchased Mirror at home just as she would use it in a Neiman Marcus store.
“Any time really does mean that,” says Koryl, who had been senior vice president of e-commerce marketing and analytics for Williams-Sonoma Inc. and a senior director at eBay Inc. before he joined Neiman Marcus in 2010. “It’s all about friction reduction, which is a very real concern for our customer. Before, a customer wouldn’t decide and, after trying on the fourth outfit, couldn’t remember the first one,” he says.
“We would like it so that the customer can treat her closet like a Neiman Marcus dressing room,” Koryl says of the Memory Mirror technology.
Neiman Marcus also is trying to improve its ability to connect, in real time, an online shopper with a stylist who can browse and help her decide what to buy.
The digital advances come as Neiman Marcus reports that online sales account for 26% of its business, or about $1.33 billion on $5.10 billion in sales. That compares with e-commerce’s 17.5% share five years ago, Koryl says. “It has been a dramatic evolution,” he says.Favorite