Uniqlo Tests Neuroscience to Match Clothing to Customer Moods

Oct 25, 2015 — Allan Pulga

Appliance Retailer reported (Oct. 7) that Japanese clothing retailer Uniqlo is trialling neuroscience technology at its stores in Sydney's central business district, in hopes of matching outfits to customers' moods.

"This morning Uniqlo unveiled the experimental neuroscience technology which has the ability to provide a brainwave reading and then recommend a t-shirt from its UT range using an algorithm," wrote Appliance Retailer's Claire Moffat. "The wearable technology, UMood, is placed on the forehead of customers, who are then shown a series of still images and videos."

Uniqlo's UMood headset tracks customers' brainwave reactions to a series of still images and videos.

The UMood installation launched at Uniqlo's MidCity location on Pitt Street on Oct. 10 before travelling to various Uniqlo stores throughout Sydney and Melbourne.

Although the trial seems a little gimmicky -- almost more of an activity for tourist shoppers with time to shop and experiment in the store -- the data Uniqlo collects could be interesting. In essence, the company can track which styles or designs appeal to consumers based on, not only their mood, but other factors (that conceivably affect mood) like time of day, day of the week, weather, season, etc.

Previous "predictive consumer technologies" we've looked at include eye tracking, weather, chain-wide customer counting, Foursquare check-ins, and even in-store deal redemption. Amazon, of course, is the world leader in e-commerce data mining. But neuroscience, at least in the in-store space, seems to be a new frontier in this regard.

Topics: Customer Experience, Business Intelligence

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