The Ted Baker store located in the Westfield London shopping center is rolling out beacon technology. Embedded in the mannequins, the stoic statues will send out push notifications to shoppers who have downloaded the free Iconeme app to their iOS and Android device. Through the app, customers will gain "access [to] details about the clothes and accessories displayed, such as price and links to purchase the items directly from Ted Baker’s website, or where they can be found in store," writes The Retail Bulletin.
Although the brand was originally opposed to beacon technology, this change of heart for its Westfield Ted Baker store shows just how powerful it is. This particular roll-out focuses on information and community as people are encouraged to share their findings with others.