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Some people want advice from expert salespeople who can tell them what looks are trendy, which accessories will best highlight a new outfit, and how to style an innovative piece. Others hate having to interact with salespeople and would much prefer to browse on their own, gathering information at their own pace with the help of technology. To appeal to both types of shoppers, the Diane Von Furstenberg fashion brand is relying on MasterCard to produce a technology aid that supports various types of interactions. The InCharge technology platform allows shoppers to scan QR codes and obtain product information, styling tips, and so forth. But store associates can leverage the very same platform to ensure they also have access to all of these types of information their customers might ask them to provide. For the professional salespeople, the platform offers additional functionalities too, including suggestions of which items to recommend on certain days, times of the day, or in accordance with sales trends. Just as the fashion brand’s iconic wrap dress promises to work for consumers with various body types, the brand’s novel technology platform aims to work for consumers who prefer to shop in various ways.

Source: Tatiana Walk-Morris, “DVF, MasterCard Team Up for In-Store Tech,” Retail Dive, March 5, 2020.