The Impact of Smart Fitting Rooms on Customer Experience in Fashion Retail

Abstract

Smart fitting rooms are an innovative technology in fashion retail that leverages Internet of Things (IoT) devices such as computer vision, sensors, augmented reality (AR), and other tools to provide an engaging and tailored shopping experience. The present study investigates how smart fitting rooms might enhance customer experience in fashion retailing. A conjoint experiment (n=122) showed that a smart fitting room is an effective retail technology for enhancing the customer experience. The results show that personalized recommendations, personalized offers, and retailers’ sustainability labels have a relatively high impact on customer experience when buying fashion products. Providing relevant information, using visualizations that complement the real world, and making a comfortable environment in a smart fitting room enhances the customer experience. Moreover, our research has revealed that implementing smart fitting rooms by fashion retailers can lead to a less social shopping experience.