The UK’s first 'digital clothes rail' is on its way - and will tell shoppers how popular a department store's garments are.
Figures are taken from Facebook and Instagram, showing which clothes are getting the most ‘likes’, shares or comments.
Those preferences are then fed back to stores and reflected on the digital clothes rail, with lights and graphics telling customers what’s currently popular.
Inspired by the TV gameshow Take Me Out, staff at Tyrers in St Helens, call the technology ‘No likey, no lighty'.
Lights above each garment reveal how it is being rated online, reports the Liverpool Echo.
Above each item is a bubble with a rising or falling level of blue water, which illustrates which of Tyrers’ clothes are a hit with web shoppers.
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It is the first technology of its kind in Britain, said mobile phone giant O2, who are behind the scheme.
Ali Tyrer, from the St Helens store, described the idea as ‘wonderful’.
The managing director, whose shop is dubbed ‘The Harrods of the North’, said: “It’s been fantastic.
“The digital rail has caused a real buzz, customers have loved it and definitely been going up to it and talking about it.
“The technology has given everybody working here a real lift.”
O2 has teamed up with Tyrers, which was founded in 1888, as part of a digital plan for St Helens which will see 60 others businesses and organisations get a modern makeover.
The scheme is set to last for three months.
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Social media research has shown 76% of people buy products rated by friends online, and 36% agree that being in fashion is important.
Tyrers, which sells designer clothing, cosmetics, lingerie and posh hair-dos, will showcase the new technology during the run-up to Christmas.
Ben Dowd, 02 business director, said: “We’re passionate about helping businesses embrace the benefits of the latest technology.
“We’re committed to playing our part which is why our pilot in St Helens is so important.
“We want to help more small businesses grow and thrive in an increasingly digital Britain and our work with Tyrers demonstrates exactly the kinds of benefits our customers can have.”