UNIQLO推出UMOOD新科技根據心情選衣服 | Uniqlo's UMood Suggests Products by Reading Brain Waves

UNIQLO推出UMOOD新科技根據心情選衣服

日本知名休閒服裝品牌公司優衣庫（Uniqlo）本週在悉尼推出了被稱為「UMood」的穿戴技術，其可測量顧客的情緒，再根據他們的心情挑選衣物。

據澳洲新聞網報導，在悉尼的四家優衣庫連鎖商店中，顧客可以試戴一種類似耳機的​​儀器，測量他們的心情，再根據心情匹配理想的T卹。

這種被稱為「UMood」的儀器可以在顧客觀看​​顯示在大屏幕上的一系列靜止圖像和視頻的時候，測量他們的腦電波。他們的神經系統反應會提供一個腦電波讀數，優衣庫就根據這個讀數的結果，通過運算，提供一個個人購買T恤衫的範圍。

墨爾本大學的神經學博士哈里斯（Phil Harris）與優衣庫合作推出了這項技術。他說，品牌轉向神經科學，以讓這些品牌商品在消費者中取得優勢，已成為了一個不斷增長的趨勢。

他稱，神經科學已滲透到了廣告中，讓神經科學為了商店內零售體驗的一部分，只是一個時間早晚的問題。

「消費者希望有很多的選擇，但當我們給了他們很多的選擇時，人們實際上卻會在做決定上猶豫不決。」哈里斯說。

不過，也並非所有的人都認同這種新科技。嚐試了UMood的CNET科技網站的資深編輯希利（Nic Healey）說，他認為這種科技很有趣，但他不會靠心情選購衣服。「你是根據你的心情買衣服嗎？會跟你剛才的感覺一模一樣嗎？」他問道。

新聞來源：大紀元

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Uniqlo's UMood Suggests Products by Reading Brain Waves

Retailers spend lots of time and money analyzing Big Data trying to pinpoint exactly what a customer would like to purchase before the customer even knows such a product exists.

Uniqlo is now going one better with a new sales tool that helps match a consumer with a product based on what's going on in a customer's brain. Are customers ready for a personalized shopper that can read their minds?

The new UMood has rolled out in Sydney, Australia, and asks consumers to sit in a chair, put on a headset with a forehead sensor and watch a few seconds-long films of such things “a woman reading in a forest, a stormy day in the city, a man standing on top of a mountain, a kitten, a man swimming, a needle ticking, cherry blossoms and a man dancing,” reports Mashable. Based on five data points—interest, like, concentration, stress and drowsiness—that are measured while watching the films, the retailer then presents four potential T-shirts and measures the customer's response. Soon enough, the winner is selected.

When Gizmodo observed UMood in action, most consumers were labeled as feeling “adventurous” but were not all offered the same four shirts of the 600 in the series. Australian comedian Ben Law was on hand to show UMood off, calling it a “Tinder for T-shirts.”

Tracy Lang, Uniqlo Australia's marketing director, told Gizmodo that this wasn't an attempt to collecting more customer data. “It's not really about consumer research, by any means,” she said. UMood will travel to other stores in Australia and could travel internationally if it is received well.

“We know that consumers want lots of choice, but when we give them lots of choice people actually have trouble making decisions,” Phil Harris, a consumer neuroscientist at brand insight company Nuro and the University of Melbourne, told Mashable. “I see a tool that helps narrow the range of options … being really beneficial.”

Original Article: brandchannel