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Inverted Edge and Qlik Technologies tailor Singapore’s first in-store digital shopping experience

Zafirah Salim | June 25, 2015
This collaboration aims to provide customers with a personalised interactive digital shopping experience.

Visual analytics company, Qlik, announced yesterday its partnership with Inverted Edge, a Singapore-based online retailer, and Deloitte Digital, a design and development agency; to launch Singapore's first in-store digital shopping experience.

According to a media statement, this collaboration aims to provide customers with a personalised interactive digital shopping experience.

Apart from housing contemporary luxury apparel, Inverted Edge's in-store solution includes a continually changing showcase of photos and stories from customers - shared on social media - about the quality clothes they wear and their related stories. As a wearer adds a new garment or story, it will appear on the visual display, inspiring others and adding to the excitement of discovering and sharing new looks.

"At Inverted Edge, we are proponents of Fashion that Matters, or sometimes we call it Slow Fashion. We believe that when you buy something you love, you should wear it and wear it in multiple places and in different ways and across multiple seasons. It's not disposable, it doesn't get thrown out after two months; it becomes something that has meaning," said Debra Langley, Chief Executive Officer at Inverted Edge.

"As a garment is worn as part of a lifestyle, it takes on a life and emotional quotient all of its own, developing a story between the wearer and the items purchased. We want to develop something that captures these relationships, and from a business standpoint, understand what fuels our shopper's purchasing decisions," she added.

Leveraging on this philosophy, Inverted Edge sought to create a meaningful experience across multiple channels to change the way people shop. It wanted to capture stories that are naturally created when people buy fashion items that are not throw away fast pieces.

Built on Qlik Sense and HTML5 mashups, Inverted Edge's in-store digital solution utilises visualisation and storytelling features as well as simple, web standard APIs to deliver an interactive and personalised digital experience for customers. With this responsive design, it scales simply and naturally from large in-store touchscreen displays, to personal devices such as smartphones and tablets.

The framework allows Inverted Edge to easily manage and study purchasing data to identify key factors that drive customers' decisions to purchase quality items that are designed to be worn for more than a couple of seasons. This enables the company to discover what their customers are looking out for and then work on tailoring their services to customer needs.

"By transforming dry material such as purchasing data and customer analytics into engaging, informative digital stories and conversations, Qlik is providing Inverted Edge with the ability to tackle real and significant problems that fashion retailers face in brand new ways. In particular, we are enabling them to design fresh means of engaging with the stories we tell about ourselves, and the clothes we wear and aspire to own," said Donald Farmer, Qlik's US-based Vice President of Innovation and Design.


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