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Interactive services firm IconNicholson has created a new type of in-store experience that combines social networking and shopping, and has come to be known as Social Retailing, according to fashion.psfk. Demonstrated at the National Retail Federation conference, the Social Retailing technology uses an in-store three-paneled "magic mirror" that can send photos or videos of shoppers in outfit options to their MySpace page or to friend's emails and mobiles for instant opinions. The technology will also allow customers to see what others have purchased, and also view similar options that are not in stock but can be purchased online and delivered to their homes.

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