RIVER ISLAND USES FITTING ROOM INSIGHTS TO DRIVE PERFORMANCE ---

UK fashion brand River Island has used Crave Retail technology in its fitting rooms for more than two years years to elevate the in-store experience, but also to gather more robust data about consumer behaviors: what items are being tried on the most, which are ultimately purchased and what is left behind.

At a fundamental level, this data supports operations such as inventory management and gauging shopper demand. “We know what product is on the shop floor and what product is available in the stockroom, so we can then check size gaps and are able to fulfill those size gaps,” said Jon Wright, River Island’s Head of Operational Risk and RFID in an interview with RFID Journal.

As the brand gathers more data about fitting room behaviors, it can support more robust needs and goals across the organization, including visual merchandising and in-store design.

“They’re learning about all the combinations of outfits being tried on and they’re comparing it to sales data. So from a store training perspective, they’re learning how to put items together and re-merchandise the store, using the data both from the fitting rooms and from sales to drive visual merchandising.” - Matthew Cyr, Founder and CEO of Crave Retail