Lucky Coaches Retailers on New Services

How can technology enhance excitement about shopping?

That was the question posed by Lucky magazine at a seminar hosted at the Condé Nast headquarters in New York Thursday. To address the topic, the magazine worked with Equation Research firm over the last year to gather information from 1,000 women between the ages of 18 to 49 with a salary of $75,000 or more.

According to the findings, many women no longer feel pampered or special while shopping.

To remedy the situation, Lucky pitched four new tech-centric ideas that retailers could use to drive more excitement. “[These ideas] drive emotions up, which translate to buying,” Leland Kass, executive director of marketing for Lucky, said during the presentation.

The first theme, titled “The Best of Both Worlds,” focused on omnichannel services, such as allowing customers to shop online, add items to their carts and then go into a store to try on the merchandise.

Second was “Hands Free Shopping,” where shoppers can use their phone to scan a product’s barcode and then have the product delivered straight to their homes.

Also on the list was “Style on Demand,” which encouraged retailers to provide style tips alongside online merchandise.

The last suggestion — “Love It, Scan It” — involved the use of Near Field Communication in stores. Nine West recently added this technology, which is similar to QR codes, in its newly revamped Nine West flagship in New York. By activating the technology on their phones, consumers can view a profile of the shoe they’re considering along with outfit ideas. And in turn, Nine West can see what specific shoes customers are viewing.

And while only about 15 percent of smartphone users use NFC now, the number is expected to rise to more than 25 percent in 2013, according to Mark Bonchek of business strategy firm Orbit & Co.