A recent study of the European e-commerce industry conducted by RetailMeNot and the Centre for Retail Research, suggests that e-commerce sales will increase by 18.4% in 2015, while offline retail sales will decrease by 1.4%. With e-commerce chewing into brick and mortar sales year on year, PwC reports that “most traditional retailers are facing the biggest challenge in their histories: How do they meet consumers’ expectations of a seamless shopping experience?”
The answer lies in cross-channel integration. VP of Marketing & Business Development at Shipwire, Nate Gilmore says “retailers with a tightly integrated online and offline experience are winning by perfecting the buyer experience on the buyer’s terms.” Some of the examples include
- ‘Health kiosks’ within Lloyds Pharmacy stores. The kiosks are “interactive touchscreens and printers that allow customers to browse its entire product line, place orders and pay for goods via credit card”, says Christopher Ratcliff, Deputy Editor at Econsultancy.
- Macy’s iOS app Shopkick that alerts the customers who enter the store about deals and items they may be interested in.
- The OVS Digital Experience corner within the OVS flagship store in Via Dante. It gives customers an omni-channel experience that includes “a new virtual changing room, sales assistants supporting clients with iPads, multi-media totems and click-and-collect services” says Maria Cristina Pavarini, Senior Features Editor at Sportswear International.
We have looked at how the OVS Via Dante store serves as an example of how e-commerce, digital marketing and retail can be successfully merged to deliver a unique customer experience.
March 2015 issue of Design: Retail Magazine featured the store as one of 10 retailers worldwide “who are challenging the paradigm with thoughtful, inspiring and new ideas.” The three-storey boutique spreads over 900 square metres with a large wall mirror with light cuts connecting the floors. The new architectural design by Vincenzo De Cotiis Architects brings together new expressive codes such as the small, free‐standing furnishing units, and pre‐existing features on the first floor that have been taken back to their original colours.
The OVS Digital Experience corner is situated on the first floor. It was designed by agencies NARAI and Nuvò. The interactive Kiosk enables customers to read the bar code of an item of interest and immediately verify its availability, along with sizes and colours. Additionally, they can purchase and pay by credit card, and ship the product home or pick it up at the check outs, says Monica Gagliardi,e-commerce and CRM Manager of the Gruppo Coin. OVS partnered up with Google Enterprise to make this a reality.
OVS Via Dante store provides an experience that cannot be delivered by e-commerce. Its success confirms the opinion of Neil Masterton, design director of ARM Architecture who believes “retail isn’t exactly about functionalism, it isn’t specifically about ease and isn’t specifically about straightforwardness… what people want in retail is actually a set of different kinds of urban experiences.”
This article is based on the official information surrounding the OVS Via Dante store.