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mi-tu wins “Demand Creation Excellence Award” from ECR Hong Kong Awards 2007

mi-tu, a well-known Italian upscale fashion retailer, won a “Demand Creation Excellence Award” from Efficient Consumer Response (ECR) Hong Kong Awards 2007, with its two prominent shops equipped with the “Smart Retail System” that allow customers to have a new and unique shopping experience.


Co-developed by Schmidt & Co., (Hong Kong) Limited and Hong Kong Polytechnic University, the Smart Retail System consists of the Smart Dressing Mirror and Smart Fitting Room. When a customer enters the fitting room and approaches the mirror holding a tagged item, the system captures the item’s unique ID number and correlates it with other items in the shop that are then displayed on the nearby LCD display. The customer can watch a series of images and text on the screen that recommends different mix-and-match items for the item in hand. The system also improves customers’ loyalty by implementing a VIP system which collects individual customers’ purchase history and enables personalized marketing. In addition, the RFID tags are designed to help deter shoplifting.


The judging panel describes “the system demonstrates clear strategy and capability to generate demand by optimizing new product promotional campaigns, and providing customer value-added services for a new shopping experience”.


The Smart Retail System has been proven very successful to increase sales in stores by 30% and up to 80% of customers have purchased additional items recommended by the Smart Dressing Mirror.


ECR Hong Kong Awards 2007 is co-organized by GS1 Hong Kong and ECR Hong Kong in recognition to outstanding performance of local companies who have successfully implemented Supply Chain Management (SCM) /ECR principles and strategies. The Awards Presentation Ceremony was held in the GS1 Hong Kong SCM Excellence Conference 2007, Hong Kong on October 12, 2007, and was well attended with 500 local and international delegates.

 

By using professional technology and solutions, we promise to provide immediate localization support and consistent quality service to customers.
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