Interactive kiosks step up Rent the Runway’s in-store experience
Deena M. Amato-McCoy
A fast-growing online apparel and accessories rental company is making it easier for customers to pick up and drop off their ensembles.
Rent the Runway manages more than 450,000 pieces of designer fashion for what it describes as its “closet in the cloud.” However, this is a massive logistical enterprise — one that relies on mobile technology to collect millions of data points about each user’s interaction with the brand. Through a new partnership with Alia Technologies, Rent the Runway now has a way to tie all of that incoming data into its digital in-store experience to make returns, exchanges and rentals seamlessly easy.
By installing Alia’s self-service interactive kiosks at store-level, customers will be able to quickly pick up and drop off orders, and easily exchange pieces right on the spot. The solution supports 12.9-inch and 9.7-inch iPads to create an interactive device that features digital signage based on images and full resolution videos, as well as scanning technology that can process QR codes and bar codes.
The technology is available in the retailer’s New York City flagship store, as well as locations in Chicago, San Francisco, Topanga, California, and Washington, D.C., according to the company.
“As we expand our ‘endless closet’ into local locations across the country, it is critical that we deliver the same seamless, luxury experience that our customers expect — especially now that we have some customers accessing the store several times a week,” said Hampton Catlin, senior director of engineering, Rent the Runway.
“Traditional scanning devices and systems were difficult and slow for our customers to use, plus they were all rather bulky and unappealing,” added Catlin. “Aila was the only solution that we found that could meet our needs — it lets our customers and associates quickly and efficiently scan the tiny labels on our products to ensure all of their interactions meet our brand standards. Aila’s scanning speed and accuracy is far beyond anything else we have seen.”