Cell phones have become an increasingly relevant component of the shopper journey, and Neiman Marcus is embracing that connection.

The Dallas-based retailer will begin installing mobile phone charging stations in store locations nationwide. The free stations were made by Philadelphia-based ChargeItSpot and designed to match the store aesthetic. Neiman Marcus Group chief marketing officer Wanda Gierhart said initial testing of the feature came to Bergdorf Goodman in 2014 and to Neiman Marcus in 2015, with a "very robust" response.

A customer can plug in a mobile phone in one of the eight lockers, which locks using a user's mobile number. The service is free, but it's also an opportunity for Neiman Marcus to collect a shopper's email address, which makes it a great marketing touch-point.