Bloomingdale's Open New Fully-Mobile Store In CA
By Christine Kern, contributing writer
New store enhanced by store-wide technology
Department store chain Bloomingdale’s is launching its first fully mobile store to appeal to the “digitally sophisticated” tech community in Silicon Valley. To enhance the omni-channel shopping experience, the new store includes smart dressing rooms, mobile checkout, consumer-facing tablets and sales associates armed with mobile devices.
According to Business Wire, Bloomingdale’s new Stanford store in Palo Alto, CA, opened on Oct. 10, 2014, as an anchor of the Stanford Shopping Center as part of a multi-phase renovation of the shopping center.
The three-level, 125,000 square-foot reimagined store has 68 designer shops, more than 100 new brands, and a refreshed assortment of stylish essentials for women, men, children and home.
Suited to the digitally-sophisticated community, the details of the new store boast efficiency and customer-friendly technology, while incorporating the contemporary Bloomingdale’s style that makes it like no other store in the world, according to the statement.
The store continues to offer the “buy online, pick-up in-store feature” as well as “same-day-delivery” for shoppers located within a 15-mile radius from the store.
Other features of the new high-tech store include highly fashion-engaged, complimentary Style Advisors who can personally shop with customers and recommend product. Additional services such as on-site alterations and The Registry also can be found at the new Stanford store.
"We are thrilled to have the opportunity to reimagine our store in the Stanford Shopping Center. This new Bloomingdale’s includes a great contemporary assortment, including many new collections, as well as all of our latest thinking with regard to technology and design,” said Tony Spring, chairman and CEO of Bloomingdale’s in the statement. “We look forward to showing our newest store to the Palo Alto community."
Tech highlights include new smart fitting rooms, equipped with wall-mounted tablets that allow customers to look up product information, alternate color and size options, ratings/reviews and recommendations on complementary items to “complete the look.” They can also use the touchscreen to contact a service professional for help without leaving the dressing room. Mirrors with touch-screen lighting options also provide an optimal fitting room environment and each fitting room area contains communal tables with charging stations where guests can mingle and reboot.
Additionally, all sales associates will be armed with mobile devices to better assist shoppers through instant access to product availability information, along with the ability to call, email and text with customers. The devices also will allow associates to complete transactions via mobile point-of-sale to streamline the purchase process.
Touchscreen tablets are available throughout the store enabling customers to explore additional products, and shoppers also can utilize bWallet, a digital wallet which offers a single place to store special offers and reward cards to easily redeem either in store or on bloomingdales.com.