Smart fitting rooms and customer experience: RFID is transforming in-store customer assistance

In today’s fashion retail environment, the real differentiator for delivering a memorable customer experience is the ability to provide fast, efficient customer service.

Shoppers now expect real-time, frictionless support wherever they are in the store. Yet how often does the opposite occur?

The customer looks for a member of staff, but no one is available.
In the fitting room they need a different size, but must step out to find it.
The product is not available in store, and the sale is lost.

All of this results in missed sales, a disappointing experience and a direct impact on customer loyalty – undermining all the marketing investments made to bring shoppers into the store.

The good news?
Digital technologies – particularly RFID – enable brands to deliver faster, smarter and fully omnichannel assistance, turning the store into a truly connected, efficient and customer-first environment.

Digital totems and smart fitting rooms: support that boosts upselling

Digital totems and interactive tables become a direct touchpoint between customer and staff. From here, the customer can:

• request immediate assistance, without leaving the fitting room: a staff member receives a notification on their device and quickly brings the requested item;
• view alternatives: sizes, colours, similar styles and suggested products, which update automatically based on the items the customer has brought into the fitting room;
• order online in seconds: if the product is not available, the customer can purchase it directly online thanks to integration with the e-commerce platform.

The result is a seamless experience that removes friction and transforms every interaction into an opportunity for sales, loyalty and upselling.

Totems thus become the perfect bridge between physical store and digital channel, minimising the risk of losing a customer who is ready to buy.

Digital retail and RFID: strategic data for better decisions

When totems and tablets are integrated with an RFID system – such as Aton’s .one RFID Retail solution – every interaction becomes valuable data.

Retailers can gather insights such as:

• which sizes are most frequently requested in fitting rooms
• which products are tried on but not purchased
• which suggestions generate the highest conversions
• which variants (colour/style) sell the most

This data makes assortment planning, replenishment and merchandising more scientific and data-driven, reducing waste and increasing sales.

The benefits for the store

Digital systems in store enhance customer experience while creating new commercial opportunities – and the results are measurable:

• +10–15% in conversions thanks to immediate assistance
• +30% average basket value driven by upselling and intelligent suggestions
• dramatic reduction in fitting room abandonment because customers no longer need to search for staff
• automated upselling and cross-selling, enabled by digital tools suggesting natural product combinations
• full omnichannel integration: if the item is not available, it can be ordered online within seconds
• more efficient store operations
• higher loyalty thanks to a faster, modern and personalised experience
• continuous insights to optimise assortment and visual merchandising: every interaction with totems and interactive tables generates strategic customer behaviour data

In a market where 71% of consumers expect personalised interactions, these tools become essential.

How to implement a digital customer service system

1. Customer journey analysis
   Identification of needs, pain points and opportunities

2. Hardware setup
   Installation of totems, tablets, interactive tables and smart fitting rooms at key touchpoints

3. Software integration
   Connection with ERP, CRM, e-commerce, POS, etc.

4. Upselling and personalisation configuration
   Definition of intelligent suggestions based on accurate, real-time data

5. Pilot and optimisation
   Monitoring KPIs such as conversions, average basket size, device usage and abandonment

6. Scale-up
   Progressive rollout across all stores, with ongoing technical and strategic support

Why choose Aton as your technology partner

With over 20 years’ experience and deep knowledge of the fashion retail sector, Aton offers:

• integrated hardware + software solutions
• proprietary .one RFID Retail platform
• specialised strategic consultancy
• 24/7 multilingual support
• extensive expertise in managing international rollouts

From boutique to global retailer, we guide companies through every stage of the digital transformation of the store.

The time to innovate is now

Traditional customer service is no longer enough. With smart fitting rooms, totems, tablets and integrated digital solutions, you can offer a service that is:

• immediate
• personalised
• sales-oriented

Physical retail remains central, but it must be enhanced through digital to increase conversions, margins and loyalty.

Do you want to discover how to implement these solutions in your store?