The Seibu department store in Shibuya Ward, Tokyo, opened a section dedicated to brands that only sell their products online this week.
The section has no sales clerks. Customers can get information about the products by scanning attached QR codes with their smartphones, according to Sogo & Seibu Co., the operator of the store.
Dubbed Choosebase Shibuya, the section has four areas featuring about 50 clothing and cosmetics brands, among other products.
Cameras on the ceiling will be used to collect data such as the gender of customers and which products they pick up, and brands will be able to use the data for product development.
Customers can check out the products on the sales floor and purchase them online later.
"We want customers to have a new experience of shopping via the internet," a store official said.
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