The store offers the best virtual and physical shopping in three minutes
Imagine walking into a seemingly empty store, browsing and selecting items on a tablet, and then finding them in a trial room for you to try on. That’s exactly the shopping experience you’ll find when you open the region’s first ‘phygital’ store in Dubai.
Opened at Dubai Hills Mall by 6thstreet.com, the store brings together the best of both physical and virtual shopping experiences with over 10,000 items and a response time of just 3 minutes.
“We’ve taken a physical space and added a digital element to it,” said Dharmin Ved, CEO of 6thstreet. “When we realized that certain elements, such as touch and the instant gratification of shopping, were only available offline, we Considering creating a ‘wow’ experience for our clients. So we wanted to combine the two to create a one-of-a-kind shopping experience. “
Eager to try the store experience, KT’s Abdul Karim purchased the product using the touchscreen. Despite a 3 minute response time, Karim received his product within seconds of placing the order.
The brick-and-mortar store at 6thstreet at Dubai Hills Mall has absolutely no products on display and looks very intriguing. At least 20 of the brand’s signature orange touchscreens adorn them, and shoppers can sit on the store’s couch and browse thousands of items, including fashion, footwear, handbags, accessories and fragrances.
After adding an item to the shopping cart, users can try on clothes in an automated fitting room in just three minutes.
The team behind the unique concept is Nanovo, an award-winning technology company specializing in digital retail, with experience creating several such stores in different parts of the world.
Piotr Badowski, founder and CEO of Nanovo, said: “We have more than 30 stores in Europe and we are learning every time. “This is a first in the region, but we are sure it has a good deal here. application. Phygital stores are economical and more manageable as brands don’t need to have a lot of space to display their collections. “
Co-founder Dariusz Sobczak said that when they designed their first store in 2018, it was unthinkable to have a fitting room. “It was a far-fetched idea at the time,” he said. “But four years later, here we are; with an automated trial room as part of the first phygital store in the area.”
Phygital: the way forward
A phygital store can display 2.5 times more products than a regular store. It also requires fewer assistants to manage the store since almost everything is automated.
“With so many benefits of a phygital store, it’s clear the store is here to stay,” Ved said. “It’s a huge difference for us in terms of sustainability, and it’s inevitable that more brands will switch to phygital.”
We are paving the way. We’re taking the hardest step by blazing a trail, and we’re sure more brands will follow in our footsteps. “