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Imagine you are in a changing room at a Nordstrom JWN -0.49% store trying on some clothes . You are looking for shoes to complete the look, or want to read product reviews, or maybe just summon an associate to bring you an item in a different color or size, rather than have to get decent again and go back out to the store floor (if you even decide not to leave).
想象一下，你在諾德斯特龍（Nordstrom）門店的試衣間內(nèi)試衣服。你正找一雙配衣服的鞋子，或是想看看產(chǎn)品評論，或只是召喚店員給你拿一件不同顏色或尺碼的衣服，但你不必脫下來穿回自己的衣服后再出去做這一切（如果你沒打算離開這家店的話）。
At two Nordstrom locations, one in Seattle, the other in San José, the upscale retailer is about to provide customers with technology by eBay EBAY 0.02% to do just that: next week, in select departments at those stores, Nordstrom will begin to test full-length mirrors that, with the tap of a customer’s finger, turn into interactive screens, effectively creating smart fitting rooms.
諾德斯特龍即將在西雅圖和圣何塞的兩家門店中采用eBay的技術(shù)，為顧客提供一種新服務(wù)：下周起，公司將在這兩家門店中的特定商品區(qū)測試全身試衣鏡，用戶用手指敲擊鏡面，就會彈出互動屏幕，營造出智能試衣間的效果。
The idea is to bring tech to an untapped part of a store where many customers ultimately make their purchasing decisions: the fitting room.
這個想法是要把技術(shù)引入一個之前從未涉及的商店區(qū)域——試衣間。許多顧客正是在這里做出最終購買決定的。
“The way customers shop for clothes has evolved,” Jamie Nordstrom, the retailer’s head of stores and former leader of its Nordstrom Direct digital business, told Fortune. “How do we take all the information that’s available to customers while they’re sitting on the couch at home browsing and add that to the dressing rooms, so it’s the best of both worlds?”
諾德斯特龍公司零售業(yè)務(wù)負責(zé)人，數(shù)字業(yè)務(wù)Nordstrom Direct前主管杰米o諾德斯特龍對《財富》（Fortune）表示：“顧客購買衣服的方式已經(jīng)發(fā)生了變化。我們?nèi)绾潍@取顧客坐在家中沙發(fā)上瀏覽衣服時看到的所有信息，并為試衣間增添這樣的體驗，從而結(jié)合兩個環(huán)境下的優(yōu)點？”
Getting the best of both worlds is the holy grail for retailers eager to take full advantage of their physical stores in this e-commerce era. Nordstrom, widely considered a technology leader among brick and mortar retailers, plans between this year and 2018 to have spent $1.2 billion on tech, including e-commerce, fulfillment centers, and in-store service enhancements, such as these connected fitting rooms. Last quarter, comparable sales at its department stores were unchanged, showing how important it is to keep pushing to get more out of each shopper’s visit to the stores.
對那些想在電子商務(wù)時代把實體店的優(yōu)勢發(fā)揮到極致的零售商而言，這樣的結(jié)合是重中之重。諾德斯特龍是實體零售商中公認的技術(shù)領(lǐng)袖，公司決定自今年起到2018年在技術(shù)實施上投入12億美元，以強化電子商務(wù)、物流中心和店內(nèi)服務(wù)體驗，而聯(lián)網(wǎng)試衣間就是其中一環(huán)。上個季度，公司百貨商店的可比銷售額沒有出現(xiàn)下滑，凸顯了盡可能地從每位購物者身上獲取更多價值的重要性。
And Nordstrom is not alone in looking for what’s next in retail tech. Bloomingdale’s, the upscale chain owned by Macy’s IncM -0.71% , recently began trying out smart fitting rooms, equipped with wall-mounted iPads rather than Nordstrom’s interactive mirrors, at five of its stores.
諾德斯特龍并不是唯一一家正在探尋零售技術(shù)未來的公司。梅西百貨（Macy’s Inc）旗下的高端連鎖店布魯明戴爾（Bloomingdale’s）最近也開始在五家門店內(nèi)測試智能試衣間。這種試衣間內(nèi)配備了固定在墻上的iPad，而不像諾德斯特龍那樣設(shè)有帶互動功能的試衣鏡。
“You have shoppers used to having all that content and help in the palm of their hand,” said Wendy Liebmann, CEO of WSL Strategic Retail. “Here, you have a literally captive audience, so there’s the opportunity.”
消費研究公司W(wǎng)SL Strategic Retail的首席執(zhí)行官溫迪o利布曼表示：“你的顧客已經(jīng)習(xí)慣了使用掌上設(shè)備瀏覽這一切內(nèi)容，并獲得幫助。而在試衣間，顧客實際上無法隨意離開，這是一個機會。”
While Nordstrom’s smart fitting rooms build on what eBay also recently developed for fashion designer Rebecca Minkoff‘s two boutiques, it is a more complicated project given how much bigger Nordstrom department stores are and how much more inventory they hold. And so in that regard, this test will be more telling of how the smart fitting rooms can be adopted by retailers broadly. Nordstrom won’t say how much of a roll-out it is planning—the success of these tests will determine that.
eBay不久前為時尚品牌瑞貝卡o明可弗（Rebecca Minkoff）的兩家門店研發(fā)了智能試衣間，諾德斯特龍的智能試衣間正是來自于那次研發(fā)成果。考慮到諾德斯特龍的百貨商店之大、產(chǎn)品種類之多，其項目也更加復(fù)雜。所以從這個方面來說，這次測試更能說明零售商可以在多大程度上采用智能試衣間。諾德斯特龍沒有透露該公司計劃將這種試衣間推廣到多少家門店——這取決于測試成功與否。
Mirror, mirror on the wall-should I buy this?
魔鏡魔鏡告訴我，我應(yīng)該買這件嗎？
In the Nordstrom smart fitting rooms, shoppers will be able to enter with items selected on the sales floor, along with suggestions from the associate. They will also be equipped with barcode scanning to identify what is in the store so if a customer needs an item in another size or color, she can see for herself if it is in stock and instruct the associate to bring it.
在諾德斯特龍的智能試衣間中，顧客可以輸入在銷售區(qū)選定的商品，以及店員的建議。試衣間中還有條形碼掃描器來識別店內(nèi)的商品，如果顧客需要其他的尺碼或顏色，她自己就能看到庫存情況，并讓店員送進來。
For eBay, the technology is yet another step forward in the capabilities it built for Minkoff, and before that for Kate Spade KATE -0.35% , for which the tech giant created an interactive storefront at four Manhattan stores that allowed customers standing on the street to pick merchandise, and place an order. The Minkoff stores have the ability to remember what a customer tried on during a previous visit, a capability Nordstrom won’t have right out of the gate.
對eBay而言，這項技術(shù)代表著為明可弗和凱特o絲蓓（Kate Spade）打造的產(chǎn)品在性能上又前進了一步。這家科技巨頭之前為凱特o絲蓓在四家曼哈頓的店面中創(chuàng)建了交互式商鋪，顧客可以在大街上直接購買商品并下單。而明可弗的商店則會記錄顧客上一次來店內(nèi)試穿的商品，這項功能諾德斯特龍目前尚不提供。
While one might think such a state-of-the-art technology and how it facilitates high-touch customer service would more suitable to upscale stores, eBay thinks the technology could work even in more value-oriented retail chains. It could takethe shape of a big screen on a wall on the sales floor, rather than a sleek mirror in a changing room. Indeed, Jamie Nordstrom said the tech could potentially work at the off-price Nordstrom Rack stores, though there are no firm plans for a pilot there.
盡管有人可能認為，這種頂尖技術(shù)以及帶來的交互式顧客服務(wù)更加適用于高端商店，但eBay認為，在以價值為導(dǎo)向的零售連鎖店中，這項技術(shù)也能奏效。它的形式不必是試衣間內(nèi)的光滑鏡面，而可以是銷售區(qū)墻壁上的一塊大屏幕。杰米o諾德斯特龍也表示，該技術(shù)可能會在Nordstrom Rack折扣店起到作用，盡管目前還沒有在那里試點的確切計劃。
The partnership with Nordstrom is also a way for eBay, best known by consumers for its marketplaces and PayPal payments service, to burnish its reputation as a retail tech innovator, including in physical stores, where more than 90% of sales still take place. Another new eBay initiative is the connected mall it has developed with Simon Property Group, SPG 0.24% consisting of an interactive mall directory that among other things, highlights events and deals happening that day. Growth in tech services will also help as the company gets ready for life after the upcoming spin-off of PayPal in 2015.
而對eBay而言，與諾德斯特龍合作也是一條出路。eBay以在線市場和貝寶（PayPal）支付服務(wù)為顧客所熟知，而作為包括實體店（目前仍有90%以上的交易發(fā)生在實體店）在內(nèi)的零售業(yè)的技術(shù)創(chuàng)新者，公司的聲譽又有了進一步提高。eBay的另一項創(chuàng)新，是與西蒙地產(chǎn)集團（Simon Property Group）合作建立的聯(lián)網(wǎng)購物商場。商場中包含交互式的購物目錄以及一些其他特色，能夠突出顯示當(dāng)日的優(yōu)惠活動和交易情況。在貝寶于2015年分離出去之后，技術(shù)服務(wù)方面的增長也能幫助公司重獲新生。
“This is about us saying, ‘Hey, are we really just an e-commerce company, or are we really a partner to anyone who does commerce,” said Steve Yankovich, vice president of innovation and new ventures at eBay.
eBay創(chuàng)新和新業(yè)務(wù)副總裁史蒂夫o揚科維奇表示：“這就好比我們在說：‘嘿，我們真的只是家電子商務(wù)公司嗎？或者我們實際上是任何生意人的合作伙伴？’”（財富中文網(wǎng)）
