Women's activewear brand Lorna Jane will become the first retailer to launch a new kind of interactive Facebook initiative in-store, next month.
The 'SocialEyes' technology, created by Brisbane-based digital signage company Five Faces, will initially debut via three Lorna Jane stores. Chermside will trial the technology first, on November 16, followed by World Square in Sydney and then Chadstone in Melbourne.
The interactive display system allows customers to take photos of themselves via a reflective digital mirror and upload the image directly Lorna Jane Facebook page. Here, customers can receive feedback from the online Lorna Jane community on their outfit or choice of items they are considering buying.
Once the photo is uploaded to Facebook, customers will also receive a code word that entitles them to an instant in-store reward and they will also go into a draw to win a $250 Lorna Jane wardrobe. Additionally, customers will be able to tag themselves in photos taken in-store, which will be added to the album 'Strike A Pose' on the Lorna Jane Facebook page.
Founder and creative director Lorna Jane Clarkson said the decision to invest in 'SocialEyes' was a direct response to the growing popularity of the Lorna Jane Facebook page and a move that will also allow the label to bridge the gap between the online and in-store shopping experience.
“We have had such an amazing response to our Facebook page, we now have over 225,000 followers,” she said.
“SocialEyes is the next step to ensure that our customers can continue enjoying the interactive experience they receive online while shopping in-store, and I love the idea of being able to share your shopping experience with the online Lorna Jane community. Customers will be able to ask the question ‘how do I look?’ to other Lorna Jane followers and receive positive feedback on their outfit.”
The technology also creates an opportunity for the label to integrate brand promotion, product and customer shopping experience on a single marketing platform. As a result, the launch of 'SocialEyes' will also tie into Lorna Jane's 'Follow My Lead' campaign, and will be used to promote future campaigns in-store via promotional videos and marketing material.