launch virtual shopping window in Norway

Etailer has launched a virtual shopping window in Norway to coincide with its site launch in the country and is in talks to bring the concept to the UK.

The luxury UK-based Etailer has launched a virtual shopping window in Norway to go hand-in-hand with its site launch in the country and is discussing bringing the concept to the UK.

The interactive window which was activated last week as the online retailer also launched its very first local-language site, uses a kinetic sensor to allow potential customers to view and browse through the site.

My-Wardrobes head of Scandinavia Kirsty Glenne said:  “It’s introducing new touch points to our customers. It offers a new, modern way to shop that fits with our customers’ busy lifestyles. It’s got the fun factor but it is also an important evolution.”

The technology, which was developed by Microsoft, is being showcased in an Oslo showroom and will remain there for a minimum of three months.

The screen can identify when people pass by, and in turn brings up instructions on how to operate the technology. Customers can use hand movements to navigate through the site.

Raising your hand against the window brings up product information and pricing. Shoppers are then able to capture a QR code with a mobile device to purchase the product. is the first retailer to trial this up-and-coming technology in Europe and is discussing whether to launch the interactive window into its UK stores and its other international markets as it plans to begin its overseas expansion this year.

Norway was chosen by the company to be the first country for its roll-out of localised language and currency sites. My-Wardrobe paired up with existing etailer Fashion Mixology in the region last week.

My-Wardrobe intends to spread the localised site format to Australia and the Middle East later on this year.

Despite its recent developments, the etailer is still looking for a chief executive. My-Wardrobe founder Sarah Curran is believed to be looking for a boss who has interests and experience within global expansion whilst she focuses her attention to creative direction, user experience, development of the brand as well as development of the website.

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