Smart mannequins that are able to communicate to shoppers via their smartphones will go live today in branches of House of Fraser, Hawes & Curtis and the Bentalls department store chain.

The models are fitted with beacons that are able to send alerts to a pre-downloaded app, called Iconeme, onto a shopper’s smartphone when they are passing within 50 metres of the mannequins.

This trial will allow customers to learn about the clothing in store, where they will be able to find items in the store and how much the products will cost.

Shoppers can also be connected to the retailer’s website on their smartphone, allowing items that have been spotted in the window to be bought online.

The app was created by Jonathan Berlin and Adrian Coe, who together have over 50 years’ worth of experience in the retail industry and have worked with famous name fashion chains.

Mr Berlin said: “This technology will change the way people shop on the high street, as it brings together both on and offline retail.

“Research shows that customers already use their smartphones while shopping in store but until now, the retail industry hasn’t realised the full potential of this.
“The beacon creates a completely new dimension to the shopping experience, by combining the consumer desire to be connected on the go, with the bricks and mortar store.”