A new line of Rebecca Minkoff handbags recently hit stores, and the bags aren’t just pretty — they’re smart too.
Joining the growing Internet of Things (IoT) movement in retail, the brand’s #alwayson bags have a code which, when scanned via smartphone, will let the bag owners receive product recommendations, exclusive offers, and video content from Rebecca Minkoff.
A spokesperson for Rebecca Minkoff said that, through the #alwayson bags, the brand will be able to create new and direct customer relationships, as well as insights. The technology will inform business and marketing decisions, the spokesperson continued, and encourage consumer engagement.
According to Dr. Phillip Powell of the University of Sheffield — who identified the framework — DEQ can be used by brands to apply real-time data from smart products to better interact with customers, understand consumer emotions, associations, moods and more — and these factors, he noted, enable brands to form an emotional connection to the consumer and work toward boosting brand loyalty and sales.