Dallas – “Table commerce” (or perhaps “t-commerce”) is not a widely recognized channel of customer engagement, but The Neiman Marcus Group just may change that. Neiman Marcus is piloting three interactive tables from T1Visions in its Austin, Chicago, and Topanga, California, locations.
The retail tables, prominently displayed in each store's shoe salon, feature a 32-inch Ultra HD 4K touch-screen, covered by a single continuous pane of glass that is customized in color per Neiman Marcus’ specifications. The touch-screens are powered by T1Visions’ OneShop application that allows customers to browse and filter Neiman Marcus’ in-store and out-of-store inventory.
Customers can add items to their “My Favorites for Wishlist,” which can be emailed with live product links to reference for immediate purchase or for later review. The software also supports a recommendation engine based on search results. For store associates, the table provides them with up-to-the-minute inventory beyond what is available in-store, including inventory that is coming soon. The touch tables can also be used as a tool to share trend information with shoppers.
The tables are currently in their first phase of OneShop, with additional updates scheduled to release early in 2015. Now that the tables have been deployed to the stores, T1Visions and Neiman Marcus will continue to test and refine the software, which can be updated remotely. The long-term vision for the retail table is to conduct transactions, ultimately functioning as an additional point of sale in the store that blends in-store shopping with the online experience.
The interactive retail table project began as a partnership between T1Visions and the Neiman Marcus Innovation Lab (iLab). T1Visions worked with the iLab to align the project with Neiman Marcus’ standards and visual brand identity. The interactive retail table measures approximately 70-inches long, 34-inches tall, and 26-inches wide.
“Whether it’s a product in another store location or from our online inventory, our goal is to provide customers with omnichannel access to the best merchandise in the world,” said Wanda Gierhart, CMO, Neiman Marcus Group. “With our touch tables, we deliver another layer of exceptional customer service.”