Brands @ Social Commerce / Diesel: Facebook in the Fitting Room


Last month Google highlighted what it believes to be a big emerging trend : O2S (online-to-store) -shoppers researching online and buying in store (Google emphasized the need for integrated retail – online and traditional retail working together). The use of Google Maps as a search engine and the success of RedLaser, the popular mobile barcode reader app (one million downloads in the last month, 950K active users, 50 million product scans) are examples of the O2S trend.

But how can brands harness the O2S trend – apart from offering store and store inventory information online?  One new solution for retail brands has just been deployed by Italian fashion brand Diesel in Spain; a Facebook Photo Mirror that brings Facebook to the fitting room and allows in-store shoppers to snap a photo of themselves trying on Diesel gear in a fitting room and post it directly to their Facebook profiles, ostensibly to ‘friendsource’ feedback and advice on what to buy in real time (or just for fun).

Dubbed ‘Diesel Cam’, and installed in fitting rooms in Diesel’s Spanish store – the Facebook Photo Mirror includes an interactive terminal that allows shoppers annotate, crop and publish photos (logging in via Facebook Connect).

It’s an interesting idea that has potential as a great way of getting shoppers to advertise Diesel gear to their friends.  In reality, getting a friend to snap a picture on a social network enabled mobile phone would probably be easier (a la JustBought.It), than messing with virtual keyboards in-store.

Nevertheless, with a little imagination (see Cisco video below), it’s possible to see how this kind of social shopping solution could lead to a Minority Report style social shopping experience…

One opportunity for brands looking to build on both the O2S trend, and taking Diesel’s “Mirror, mirror on the (Facebook) wall, who is the fairest of them all?” POS installation as inspiration, would be to auto-insert viral coupons to photos posted to Facebook profiles (for redeeming in-store or on Facebook stores).  A sales hook such as this would help ROI calculations.

Another way would be for the Facebook mirror to show customer reviews and or Facebook ‘Likes’ of products being tried on (building on Sephora‘s in-store use of customer reviews (mobile/on shelf, and Levi’s recent deployment of Facebook social plugins on its e-commerce site).

Another solution for online retailers, could be to extend the Facebook mirror solution to virtual fitting rooms, using technology such as Zugura‘s Social Shopper already deployed on a number of e-commerce sites (video).

Previous DealRadar: Ready to Take Social Commerce Aggregators to the Next Level?
Next Six Steps to Social Commerce Heaven (Video): Insights & Best Practices from UK

19 Comments

  1. […] This post was mentioned on Twitter by Sylvio Teubert. Sylvio Teubert said: Brands @ Social Commerce / Diesel: Facebook in the Fitting Room http://bit.ly/9v2bs6 #ecommerce […]

  2. May 11, 2010
    Reply

    Interesting.

    Diesel Cam is just a smart idea…actually one of the best intersections of fan page, socialized video, viral spread and fun that I’ve seen. Especially on Facebook.

    Thnx.

  3. […] number 9, Instant Show & Tell: Friendly advice exchanged in real time covers, in addition to Diesel’s Facebook powered store cam and Levi’s Friends store, Apple’s upcoming iGroups service, an iOS (iPhone/iPod […]

  4. […] up, is department store Macy’s, which, taking a cue from Diesel’s Diesel Cam and Jeanswest’s Butt Cam is trialling a Magic Mirror – a Facebook connected […]

  5. […] 4. DieselCam […]

  6. […] Diesel’s DieselCam: An early example of an in-store f-commerce, the DieselCam was a fitting-room mirror connected to Facebook that allowed Diesel store shoppers in Spain to shop with their social graph by sharing tryouts with friends and soliciting feedback […]

  7. saintamel
    April 18, 2011
    Reply

    With retailers accepting us to take pictures of their clothes, would be easier as well… All of that because they are still afraid of competitors stealing their ideas about clothes already in-store… where is the logic there apart from thinking that clothes designers are paranoïac… too much coke maybe! ^^

  8. April 24, 2011
    Reply

    So, you can shop without going out. Then what the use of having new clothes?
    Oh, right, you can install then in shops. Great! That’ll kill more of the good old Papa-Mom stores in my home town.

    You need your friends instead to the sales clerk in the store. Do you call this the civilization?

    Obviously, I lived too long.

  9. […] Diesel DieselCam […]

  10. […] ‘like’ button that sent ‘likes’ to the users Facebook account by scanning their wristbands. DieselCam – an initiative by Diesel, had devices installed in trial rooms where people could take post […]

  11. […] 哪些企业在进行f-commerce? Amazon, Apple, ASOS, Best Buy, Bulgari, Coca-Cola, Delta, Diesel, Disney, Dove (Unilever), Gap, Heinz, jcpenney, Levi’s, Macy’s, Max Factor, Mazda, Nike, Nine […]

  12. […] commercialised by Dutch store experience specialists Nedap Retail).  See videos below. Like the DieselCam, Jeans West ButtCam, and Meta Technology‘s Magic Mirror (White Stuff), we like the idea of […]

  13. […] Apple, ASOS, Best Buy, Bulgari, Coca-Cola, Delta, Diesel, Disney, Dove (Unilever), Gap, Heinz, jcpenney, Levi’s, Macy’s, Max […]

  14. […] very creative way to market your Facebook page is what we get to see by Diesel stores in Spain with their Facebook-connected fitting rooms, Diesel Cam. The stores have set up a photo booth allowing users to interact somehow with merchandise and then […]

  15. […] Diesel, Renault, Hyundai, Facebook) and Facebook-connected cameras in fitting rooms (Macy’s, Diesel), but now resorts and venues are rolling out Facebook connected cameras triggered by RFID sensors […]

  16. […] mainly tend to think… digital. He understands that just as well as I do – proof of it the “facebook mirror” project he developed for Diesel Spain over 2 years ago – My position is that you need […]

  17. […] mainly tend to think… digital. He understands that just as well as I do – proof of it the “facebook mirror” project he developed for Diesel Spain over 2 years ago – My position is that you need […]

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