Showroom Store Pilot

New Format

This new format was developed and tested with the goal to open up to the use of smaller retail units. The look & feel is like a regular store, yet it only carries the product as samples to try on. In other markets especially with pure players going brick’n mortar it is a quite common concept.
It comes with a big financial advantage since hardly any stock space in the BOH is needed - reducing the needed m2 space by ~ 20-30%. The stores become more profitable and access to a bigger amount of real estate units.

More details below.

The format can also function as a standard operational set-up for Pop-up stores.
Having the backbone of omnichannel services in place - from click & collect, return in store, endless aisles, seamless stock visibility, online fulfillment through store stock etc. - this exercise is comparable easy.
The bigger learnings are around which consumers are ready for a model where the instant gratification to take the product right with you misses.
There is a different product presentation strategy needed, since only 1 style in all sample sizes is available. Another learning was how to set such a model up operationally and financially.

Credits

Trent Wisehart

Jannelien van Ingen

TH Concept Team

CK A&V Team

Omnichannel transformation team