American Apparel blends AI, IoT with beacon-enabled digital displays - Mobile Commerce Daily - Multichannel retail support

BOSTON – An executive from American Apparel at eTail East 2016 detailed how the brand is using an artificial intelligence and Internet of Things solution in which real-world displays interact with shoppers' phones to start a purchase-enabled thread with a chatbot. During the session, The Future Of Retail and the Convergence of Customer Centricity, IoT and Omnichannel, the executive also explained that American Apparel wanted to expand its mobile footprint but without having to immediately make an application, so it partnered with Postmates to introduce a delivery service that saw significant early adoption. The retailer's digital displays are leveraging beacon technology and chatbots to make it easier on customers to instantly purchase and find information about products featured in display ads in an attempt to expand its mobile reach. "I am a firm believe that native apps are being disrupted right now and they are being disruptive by chatbots," said Thoryn Stephens, chief digital officer at American Apparel. "We were actually already on that path before Zuckerberg and Facebook really made that push.