I attended the Dx3 Canada (#Dx32014) conference in Toronto last week. The Dx3 conference brought agencies, brands, publishers and retailers together for two days of networking and education on current innovations of digital marketing in retail.

Wow! I saw great shopping innovations were everywhere I went at the conference. In the upcoming posts, I want like to share with you a sample of what you might find coming soon to a store near you. (Digital Shopping Experience Part 2)

In this post, I’ll talk about a concept store found in Seattle, called Hointer. The store concept is to move the focus away from the typical showroom theater to an interactive experience for trying on clothes (jeans as a first trial) in the fitting room.

Nadia Shouraboura, Hointer founder, gave a presentation at the conference describing how she hopes Hointer technology will remove many of the frustrations today’s shoppers have shopping for clothes. She explained that Hointer can remove the typical issues shoppers have when buying jeans, and let them focus on the experience of finding clothes they like and making it easy for them to purchase.

Shouraboura pointed out that removing a hovering salesperson from the experience may appeal to many men. As a personal preference, I can see how this idea is appealing to me. But if you’re a social shopper, don’t despair. Hointer’s experience also includes the ability for social sharing while you’re trying on your clothes. I’m pretty sure you’ll find the Hointer experience appealing for both genders!

The best way to communicate what I learned from Nadia Shouraboura is to let you see for yourself. Take a look at the following two videos.

You may not actually see a Hointer store opening at your local mall, because it intends to license it’s technology to other retailers rather than opening up a large chain itself. However, if Shouraboura is successful, you’ll find this experience in one of your regular clothing stores if they license the technology.

Let me know what you think. If you’re a shopper would you like this type of shopping experience? If you’re a retailer, what do you think of the risks and rewards to create an integrated shopping experience for your customers?