Smartphones to Swap Data with ... Mannequins

London-based technology and design company Iconeme has launched a product called VM Beacon, which enables shop mannequins to transmit information to shoppers' smartphones about the clothes on display, and meanwhile collect data about these consumers.

A VMBeacon device is installed directly into each mannequin, which then transmits information that has been programmed by the retailer. When a customer with an enabled smartphone app is within a 100m range of the VM Beacon, they will receive an automatic alert about the content they can access - including details about the clothes and accessories displayed. These details include price, links to purchase the items from the retailer's web site, or their location within the store.

In return, retailers get access to analytic reports including shopper details such as age and gender, their location, what outfit was viewed, and whether a purchase was made online.

Iconeme co-founder Jonathan Berlin comments: 'The technology we have developed aims to tap into the trend of shoppers using their smartphones while they browse in a store. Installing this technology in mannequins ensures it occupies a prime location and an ideal focus-point for shoppers, whether they are in the store itself or just passing by the window.'

In 2012, Italian company Almax launched a technology called EyeSee, which enables mannequins to read facial characteristics using cameras sited in their eyes, and determine age, gender and race to help with targeted marketing while customers are in the store.

Web site: www.iconeme.com .