Ted Baker takes u-turn on 'alien' beacon tech and introduces it to Westfield store

Ted Baker has installed beacon technology in mannequins at its Westfield White City store despite previously telling The Drum the move would be "a little alien" for its consumers.

The retailer follows Hawes & Curtis, House of Fraser and Bentalls, which last summer installed the technology powered by Iconome, to engage directly with consumers who are shopping in, or passing by, a store.

To access the technology, customers need to download the free Iconeme app, which they can then use while shopping in Ted Baker's Westfield White City store.

When a customer with the app is within a 50m range of a beacon-enabled mannequin, they will receive details about the clothes such as price and links to purchase the items directly from Ted Baker’s website, or where they can be found in store.

Scott Taylor, CRM manager at Ted Baker, said: “We believe that shoppers want to be able to access the latest technology and use their smartphones while in store, and this new venture will enable us to build on and enhance our customer journey."

A wider roll out of the technology is planned for other Ted Baker stores in the future.

In an interview with The Drum in August 2014, brand communications director Craig Smith said of beacon technology in store: “I can’t speak for other businesses; we can see where some stuff fits in, but other stuff feels a little alien to our customers at the moment in terms of what they expect from our environments.”

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