For Hointer founder and chief executive officer Nadia Shouraboura, stores can use technology now to improve the consumer experience and capture more sales. Prior to founding her software solutions company, Shouraboura worked on Wall Street, then at Amazon and also opened three of her own apparel stores to closely study the consumer experience (during this time, she also worked as a sales associate at Levi’s and Nordstrom to glean further insights).
“The stores were beautiful but some things kill experience: waiting, trying on clothes, finding sizes. How could I use tech to quietly make the shopping more pleasant?” she asked. Shouraboura implemented technology in “experience areas” in her stores that delivered items to dressing rooms and used mobile checkout and delivery. “The cost of running the store goes down because I use a lot less floor space, no clutter in front, all items in back. My associates are not busy with repetitive tasks like folding; they are talking to customers and adding items. Inventory costs get lower because when they mobile shop they can see where items are and know they will get them the next day.” The experience will be launched in a London department store and a high-end shoe store this summer, as well as a fast-fashion chain in Singapore.
After the presentation, Lundgren approached her about trying it in Macy’s as well. “I have spent time in your shoe department in Herald Square,” she told him. “I was waiting too long. Just give me a small section of your store and we can try.” Said Lundgren, “I want to focus on my stores and I’ve been taking a lot of notes. I’m open to working with the presenters here as well as some attendees. I’m keeping my mind open because I’d rather try and fail than not try at all.” Read More