Data and retail platform Scroble has launched a live chat feature so consumers can connect in real time around individual products whether they are shopping online or in physical stores.

This is part of its ongoing open beta programme in Luxembourg as part of its mission to provide shoppers with an immersive and connected in-store product experience.

This feature for the fashion industry provides shoppers with access to instant product information and peer-to-peer feedback whether they are shopping online or in physical stores.

For brands, it will bring them complete, 360-degree insight into the customer journey across both digital and real-world shopping experiences.

The new phygital phenomenon – the concept of using technology to bridge the digital world and the physical world – is letting brands gather valuable intelligence in real time.

Consumers have always valued the physical aspects of shopping, being able to see, touch and try on individual fashion items. Now they can simply scan a QR code to access product information instantly, interact with the brand and other users, save and share product information, and even pair products with other items to make bespoke sets.

Scroble has launched its open beta version in Luxembourg, working and experimenting with more than 50 fashion brands. The live chat feature will allow stakeholders taking part in the project to communicate in real time about individual products. For consumers, this adds a sense of community to their shopping experience, while the information delivered to retailers is completely anonymised ensuring personal data are protected.

“I believe in a future of connected and immersive product experiences where only sales-oriented retail will not exist anymore,” said Scroble CEO Anna Salewski. “That’s why with our app, the sale is never the primary goal. It is about making shopping more joyful and efficient by connecting products, brands and users instantly, creating a new community where shoppers can learn more about the items they are interested in. For brands, the data generated can be used to better understand demand and drive more sustainable practices by precisely predicting trends. Scroble is a technology that the whole fashion ecosystem can embrace.”

Scroble is due to be launched in European markets this year, with North America to follow. Onboarding is available for a limited batch of brands, who can sign up for access to the platform and begin digitising their products in preparation for launch in their market.