What: The buy now, pay later platform unveiled an experiential “physi-digital” retail space called the Edit Collection at Sydney’s Chatswood Chase shopping mall, in partnership with the Australian Fashion Council and Vicinity Centres.

Why it is important: The space is primarily a pilot for new retail technology that has been developed and will be rolled out in stages by eTale, with some of the products developed in collaboration with Melbourne-based retail tech start-up ShopExp.

eTale has developed a Bluetooth chip that will be tagged in every garment merchandised in store. The tags allow every item to be tracked in real time across the store and interact with Smart Mirror technology in the fitting rooms, helping customers gain further insights into the products, and immediately delivering data on the most engaged, most tried and most sold pieces back to the businesses.

The fitting rooms will also feature gesture-controlled screens equipped with cameras that allow customers to shoot and share selfies.

eTale ambitions to be the backbone of brick-and-mortar retail across the world. They want every decision that that physical retailer makes to be using our technology to make that decision. It’s about creating as many data points as possible for retailers so that they can really work and operate at maximum efficiency to achieve the best results possible.

Afterpay Unveils a Phygital Retail Concept in Sydney