Immersive Fitting Room Lets Shoppers Get Comfy


Scala worked with DOBIT to deliver a customer Experience Fitting Room for Hunkemöller at their flagship store in Dusseldorf, Germany. Integrating the perfect balance of picture, sound, light and scent, The Experience Fitting Room creates impeccable ambience for the shopping experience, which can easily be changed via the touchscreen control center. The Experience Fitting room has increased sales while giving customers a comfortable and enjoyable environment for shopping.

Nominating Company: Scala, Inc., Malvern, Pennsylvania
Venue: The Hunkemöller Experience Fitting Room, Hilversum, JS, Netherlands
Project: The Hunkemöller Experience Fitting Room
Category: Retail Environments

More than ever before, customers are looking for in-store experiences and emotions they can’t get while shopping online. Scala and DOBIT worked with Hunkemöller to create and deliver the Experience Fitting Room for stimulating the senses of shoppers in the Dusseldorf location. Hunkemöller is a household name in multiple countries. With 180 stores in the Netherlands and 100 in Belgium and Luxembourg, Hunkemöller is a market leader in the Benelux. The internationally renowned lingerie chain was keen to go the extra mile, employing Scala and DOBIT to get there. Scala solutions, a STRATACACHE company, creates audience engagement experiences by connecting networks of digital signs, kiosks, mobile devices, websites and Internet-connected devices. Scala provides the platform for marketers, retailers and innovators to easily create and centrally manage deployment of these digital experiences while retaining the flexibility to rapidly adapt to local business conditions and audience preferences in real time.


Now more than ever, customers are looking for an experience, for feelings and emotions. The online aspect is practical and certainly important, but it will never match up to what the physical store can offer: a stimulation of all the senses! Hunkemöller wanted an experience that would pull customers in and not only drive sales but make them feel comfortable while shopping. With the current competition of online stores, it was imperative that Scala create a solution that is memorable and useful to the customer instead of the common shopping experience.

The Hunkemöller Experience Fitting Room is the perfect example of giving the customers something they can’t get online. Using the touchscreen, visitors can adjust the entire ambience of the room to fit their current mood. Naturally, there’s a lot of technology behind the campaign, including 150+ players in more than 800 locations, but the solution is more than just the dev installed. The Experience Fitting Room blends in perfectly within the surrounding Hunkemöller décor that includes pink swinging doors, a fitting room bell and a soft carpet including lighting and sound to complete the one-of-a-kind experience.


The unique customer experience has been a great success due in part to the use of Scala technology and cooperation with DOBIT. Hunkemöller has seen an increase in engagement throughout the store in response to the Experience Fitting Room.

“The Experience Fitting Room has proven to be extremely popular,” said Hunkemöller’s Global Retail Experience Manager Britta Hall. “Customers tell us they find it very comfy in this environment. And it’s also worth noting that the fitting room is not only nice to have, but it clearly increases sales too!”

With the Experience Fitting Room in place, Hunkemöller customers now have a relaxing environment in which they feel comfortable to take the time and shop inside the store instead of online.



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