At its Manhattan Beach store in California, Macy's is experimenting with some of the high-tech retail technology available today. This includes a system called the 'Whoosh Fitting Room' from Hointer, which uses smartphones and tablets to make it possible for consumers to try on an assortment of garments with without having to leave the changing room.
When browsing the store, shoppers are able to use the brand's mobile app to call up items in the sizes that they would like to try on. Rather than the items being delivered by a store attendant, the entire process is automated with a system of chutes. In the dressing room, there's one for discarding and another one where new sizes or styles can be delivered when new selections are made via the app. Ultimately, this system means that shoppers can relocate the time they waste undressing and redressing for browsing and purchasing.