Bloomingdale's goes high-tech at new store in Palo Alto, California
New York -- Bloomingdale’s goes high-tech with the opening of its store in Stanford Shopping Center, Palo Alto, California, on Oct. 10. In a nod to the digitally-savvy locale, the three-level, 125,000-sq.-ft. store features a wide array of high-tech innovations to make shopping easier. Among the offerings: state-of-the-art smart fitting rooms, a buy online, pick-up in-store feature and the launch of same-day-delivery where shoppers located within a 15-mile radius from the store can buy select merchandise on bloomingdales.com and have the product delivered within a five-hour window. And all sales associates are outfitted with mobile checkout devices.
"We are thrilled to have the opportunity to reimagine our store in the Stanford Shopping Center. This new Bloomingdale’s includes a great contemporary assortment, including many new collections, as well as all of our latest thinking with regard to technology and design,” said Tony Spring, chairman and CEO of Bloomingdale’s." (The new store is a replacement for an older store that was located in a different part of the mall.)
Smart fitting rooms: The store’s tech highlights include smart fitting rooms equipped with wall-mounted tablets that offer customers the ability to look up product information, alternate color and size options, ratings/reviews and recommendations on complementary items to “complete the look.”
To further satisfy a seamless shopping experience, customers simply tap the touch-screen to call for assistance without having to leave the room. The mirrors are equipped with touch-screen lighting options that provide an optimal environment for trying on the latest fashions. All fitting room areas contain communal tables with charging stations where guests can mingle and reboot.
Mobile: As the first fully mobile Bloomingdale's store, all selling associates will have mobile devices allowing them to better assist shoppers with instant access to product availability information, along with the ability to call, email and text with customers. The devices also will allow associates to complete transactions via mobile point-of-sale to streamline the purchase process.
In men’s and women’s shoes, handbags, and home departments, touch-screen tablets are handy to allow customers to explore additional inventory. Utilizing the tablets, customers can browse items by their favorite designer or style, scan items for more information, view product details and product guides, and even share their favorites with friends or their selling associate.
Shoppers also can utilize bWallet, a digital wallet which offers a single place to store special offers and reward cards to easily redeem either in store or on bloomingdales.com. Customers can automatically add offers from bloomingdales.com or via emails sent by Bloomingdale's. bWallet information is synched between mobile, desktop and tablet and available for devices running iOS 6 or later for iPhone and Jellybean or later for Android.
Store design: The new Bloomingdale’s combines classic roots with industrial elegance. With interior walls outfitted in French grey green and a third of the building penetrating natural light, the store inspires an inviting feeling of openness.
“We were able to design a space that embodies Palo Alto’s sleek and modern aesthetic utilizing advanced materials, local inspiration, and high-tech elements, all in keeping with the iconic Bloomingdale’s appeal,” said Jack Hruska, executive VP of creative services at Bloomingdale’s.
The exterior structure features sleek white panels with one-third of the structure penetrating natural light. The overall look is one of modernism and simplicity, combined with classic Bloomingdale’s black and white décor.
Upon entering the store, shoppers are welcomed by craftsman-style paneling and Bloomingdale’s iconic black and white tile. The cosmetics department is high on interactivity and includes a multi-vendor beauty activity area containing two glass-enclosed, private makeover rooms.
The second and third floors are illuminated with natural light through an expansive glass corner of the building. The second floor includes a stylish intimate apparel department whose accents include zebra print rugs and wall imagery of antique plaster work.
Men’s, children’s, and home, can be found on the third level. The men’s department is comprised of strong vendor installations in a simplistic and masculine landscape. In the kids area, children can pop in and out of two large wooden playhouse structures.