- Client:
- Eobuwie
- What we did:
- Research & Insights, Retail Strategy, CX Strategy, Brand Positioning Development, Customer Journey Mapping, Retail Design, Format Strategy, Digital Interaction Design, Communications Design, Brand Collateral
- 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 retail experience appealed to those beyond its online audience.
Our approach & solution
A sector-disrupting retail experience, bringing the best of online and offline retail together in the brand's first physical store. Building on its dominance in e-commerce, the store blends digital and physical and makes shoe shopping more exciting and easier than ever before.
Key insight: Success will not happen by creating a slower, less convenient version of an online store.
Born out of a new type of customer experience proposition and customer journey, the store has no physical product in the space. Shoppers browse through the collections and recommendations on tablets and select what they’d like to try or purchase, with products quickly brought to them from the vast stockroom. The solution combines the speed and ease of online shopping, with human help and instant gratification.
Strategic shift: From an online-only offer in competition with comparable e-com offerings to a connected, convenient and enjoyable retail experience that sets itself apart.
The stockroom houses over 110,000 products, with boxes arriving through the racking behind the cash desks, creating an element of retail theatre.
An immersive thread of digital content lines the store showcasing the brand's full offer – some 450 brands and 40,000 styles - replacing traditional VM, creating a lively but minimalist environment.
