If you can get a customer in a dressing room, you are more likely to make a sale. Fitting rooms, “are extremely important to the retail experience. I think they’re as important as the front of the house, if not more so,” said Diane Gatterdam, owner of international store design and visual merchandising company Creative Consultant Studios, in an interview with Retail Dive. There is innovative technology hitting the market that aims to make the dressing room experience more magical and helpful for the customer. H&M tested voice-activated mirrors at its New York City flagship. Beauty lovers can “try on” makeup virtually at CoverGirl’s retail location. Many retailers started toying with installing tablets in dressing rooms years ago so customers can browse through additional sizes and outfit ideas, or to order products online in an effort to bridge the online and offline experiences. Read more at Retail Dive.