Neiman Marcus brings digital style to physical stores

Neiman Marcus, the high-end retailer, uses an Innovation Lab to make sure its brick-and-mortar stores provide engaging, innovative and useful digital experiences.

Posting a video of a shopper in her new outfit by touching a screen; picking the music that plays as she shops; interactive videos with embedded information on beauty products: They're all part of the in-store experience at high-end retailer Neiman Marcus.

Although most of the company's digital activity is focused on its online presence, Scott Emmons, head of Neiman Marcus's Innovation Labs, reported that it has been using new technologies at its 42 physical locations around the United States to enhance the customer experience and meet the expectations of today's digitally-savvy consumers.

"When I started the Lab, we...

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