Retailtainment technology: Westfield creates AI powered trending store

Westfield has created an AI powered pop-up shopping experience: The Trending Store, with the latest retailtainment technology.

The Trending Store at Westfield, London, is an AI driven shop, stocked with fashion that’s trending on social media in real time.

Unibail-Rodamco-Westfield (URW) says that the Trending Store “brings together the smart trending intel of online shopping and fashion influence with the IRL human interaction of traditional shopping, for the very first time”.

AI machine learning

NextAtlas have used AI machine learning to predict breaking fashion trends by analysing more than three billion data points derived from visual and text content across social media platforms for over 400,000 ‘trend innovators’ worldwide. A team of stylists then uses the trend data to source items from Westfield stores. The items then go on display at The Trending Store, alongside HD displays providing inspiration, colour trends and trending hashtags.

Retailtainment technology trends

Myf Ryan, CMO Europe and Group Director of Brand and Strategic Marketing, URW, says, “At Westfield centres we aim to bring the newest concepts, first to the market brands and best experiences to our customers. Through our How We Shop research platform we know that shoppers increasingly want to experience both online and offline retail in a seamless journey. Online, shoppers are inspired by influencers and used to being guided by AI, with products served to them based on their behaviour. Usually this guidance does not translate to a physical retail space. However, working with NextAtlas data analysts, we are able to bring our shoppers products that are trending in real time – a true reflection of social conversation brought to life in a physical space.”

The pop-up store is open until July 7th and all proceeds will be going to Save the Children.

Blooloop recently partnered with Avixa to present an education session at InfoComm 2019 on trends in retailtainment technology.

Image: URW