- Client:
- Eobuwie
- What we did:
- Research & Insights, Customer Experience Strategy, Communications Design, Omnichannel Journeys, Interaction Design, Retail Design, Format Development
- Where
- Poland
- Awards
- The Drum
The Challenge
Having previously worked with Central Europe’s largest footwear retail company CCC, we were approached once again with a brief for their online Polish footwear brand, Eobuwie. It had to be future fit and in-step with the changing pace of retail, responding to the way people now shop in an inventive and impactful way. The brand also wanted to make sure its stores appealed to those beyond its online audience.
The Solution
A sector-defining store concept made sure Eobuwie was positioned as the ‘next big thing’ in footwear retail. We brought the best of on and offline retail together in the brand's first brick-and-mortar store. Building on its dominance in e-commerce, the store blends digital and physical on the high street that makes shoe shopping more exciting and easier than ever before.
Quicker than the internet
Eobuwie’s physical debut has a completely different purchase journey. The store has no physical product on the shop floor - instead, shoppers browse through the collection on tablets and select what they’d like to see in person or purchase. Items are then brought to them from the vast stockroom. This experience doesn't just mirror Eobuwie’s online service; it’s quicker than the internet.
Retail theatre
From the back of the store, there’s a view into the stockroom which houses 110,000 shoe boxes, showcasing the vast range of brands and products available. Boxes slide from the stockroom down through the racking behind the cash desks, creating an element of retail theatre.
Two speed settings
The arrival zone is designed for quick transactions, with high stools and interactive touchscreen tablets on which customers can quickly search and order. For customers seeking a slower-paced journey, the heart of the store is designed for browsing and trying on shoes. This space has a warmer, more intimate feel, with a lowered ceiling, industrial-style framework and fluted glass to bring privacy.
All on display
An immersive thread of eye-level screens lines the entire store, playing rolling content that showcases Eobuwie’s wide selection of footwear – some 450 brands and 40,000 styles. The digital displays replace traditional VM for a sleek, minimalist store environment.
