Fashion Retailer Adds ‘Tech Tables’ to Stores

Chico’s FAS, a women’s clothing retailer, is adding in-store “tech tables” and a digital style magazine to flesh out its omnichannel retail strategy, says CIO Eric Singleton.

Last year the company, which has four retail brands, began installing the touchscreen tables at its Boston Proper and White House Black Market stores. The tables let customers browse products, colors or sizes that may not be in stock in the stores, as well as look at complementary items and purchase them for delivery.

Singleton says the tech tables are producing “steady incremental sales” and will be installed in the stores of the company’s other brands–Chico’s and Soma Intimates–with a goal of more closely uniting all four brands.

Chico’s also created a digital magazine called StyleEdit–available on tech tables, computers and tablets–where customers can browse fashion articles and merchandise.

The tech tables plus the digital magazine are an attempt to “embrace the new psychology of how people shop,” Singleton says, and close the gap between the digital and in-store experience.

Lauren Brousell is a staff writer for CIO magazine. Follow her on Twitter @LBrousell. Follow everything from CIO.com on Twitter @CIOonline, Facebook, Google + and LinkedIn.