News Wiggin helps Iconeme on launch of first mannequin beacons

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Media and Technology law firm Wiggin has advised retail technology company Iconeme on the launch of VMBeacon, a new technology that allows retailers to engage with consumers via beacons fitted to store mannequins.  The beacons send alerts to the smart phones of shoppers who are passing within 50 metres, providing access to information about what the mannequins are wearing. Iconeme recently launched the solution with House of Fraser’s, Hawes & Curtis, Jaegar and Bentalls.

This is one of the first times that beacon technology has used in this way in the retail industry.  Mannequins in the shop window or within the store environment communicate with customers’ smartphones via an app. When the customer walks past a mannequin fitted with VMBeacon an alert is triggered.  This allows the retailers to open a dialogue with the customer giving them the details of the style the mannequins are displaying. The customer can then get more information or content about the look, buy the garments directly, or simply find out where the items are in store. Looks can also be shared with friends and family via social media.

Wiggin Technology Partner Ciaran Hickey led the team who advised Iconeme on the various aspects of launch.