New York-based designer Rebecca Minkoff has launched a self-checkout option in her Soho store. Partnering with QueueHop to provide the technology, the aim is to ease the shopping experience for the millennial consumer the brand is targeted at.
“More and more we are seeing millennials want to be in complete control of any and all of their shopping, and that includes payment,” said Uri Minkoff, CEO at Rebecca Minkoff. “Long gone are the days where you needed to depend fully on a sales assistant to request new sizes or to ring you up. We needed to continue finding ways to make her feel like she can have multiple experiences.”
Part of that move is to protect a certain level of anonymity so highly regarded by supposed millennials, according to Minkoff. The QueueHop system comes with an RFID tag that brings the item up for payment on an iPad and an anti-theft device that only unlocks after that exchange is made. That means there is literally no need to speak to or deal with a sales associate at all if so desired, much like the online shopping experience feels.
As Minkoff told Fast Company: “When we were going through our initial technology layout, we took on the view that the millennial consumer either wanted to be treated like a celebrity—a VIP with full service—or anonymously. [We wondered] what if they could have the store to themselves after-hours? Or how could you approximate the online shopping experience that you’re checking out by yourself, and it’s very quiet?”
“Is this going to maximize our sales in a huge way? Probably not. Do we have a huge shrinkage [theft] problem? Probably not. But we think it’s important for us to let our customer know that we get her,” he added. He also referred to it as removing the “Pretty Woman moment” – enabling shoppers to no longer feel judged by staff for what they look like and instead enjoy the experience. It’s about letting technology police customers, rather than bias.
The Rebecca Minkoff Soho store also houses the brand’s connected fitting room experience, where users are able to reserve items, as well as change colours, sizing and more through the system, without having to hang their heads out and get a sales associate’s attention.