Innovation of the Week: Korean retailer Matin Kim deploys in-store holograms

What is it?

Korean fashion retailer has installed Proto hologram technology at five of its Matin Kim and Hago Haus stores, which feature digital models that can move and turn 360 degrees to display various outfits.

The displays are made by Los Angeles-based technology company Proto and have built in cameras, microphones, speakers and touch screens. The avatars they generate can also be activated to answer questions from shoppers about products, in any language, using the technology’s AI Persona tools.

“We have introduced 3D holographic displays for the first time in the industry to provide a special experience to customers,” a Matin Kim official says.

“As a representative K-fashion player, we will continue to lead innovation to deliver interesting and fresh shopping to customers.”

Why does it matter?

Matin Kim has said it intends to use the technology to, in the future, beam hologram versions of live special guests into its stores with the ability to see, hear and interact with shoppers in real time.

Whether or not that comes to pass, the advancement in hologram technology represents a huge step in visual display—particularly for retailers in categories like fashion.

Proto hologram technology has already been used by a number of players in the fashion space, including H&M, Burberry, Nike, and Adidas.

But the technology will have applications beyond just fashion retail. Proto has also worked with US big box retailers like Walmart, Target and Best Buy, and grocery retailers like Asda have trialled holographic displays in their stores to alert customers to special offers and signpost aisles.

Strategic implications

As an emerging technology, the successful implementation of holographic models would certainly be a footfall driver for some retailers, as customers flock to see cutting-edge tech in action.

The holograms will also add to the in-store customer experience, which is becoming increasingly pivotal for multichannel retailers and could be easily rolled out in key locations and flagship stores, or used to tie-in with new product launches or partnerships.

The integration of AI and language software into the avatars could also be a bonus for retailers with broad global appeal, allowing international consumers to shop in foreign stores in their own languages.