design:retail - August 2018 - 16
clicks & mortar
016
Digital
Dynamics
P
OLISH ONLINE FOOTWEAR retailer
eobuwie has created a new store concept to blend the digital and physical on
High Street with an easy-to-shop alternative to traditional footwear stores.
The brand is owned by footwear giant CCC,
and the physical debut for eobuwie features an
unconventional purchase journey-the store has
no physical product on the shop floor and is supported by a huge stockroom for an experience
mirroring its online service.
Designed by London-based Dalziel & Pow, the
space features a pair of digital screens flanking the
open entrance to attract shoppers. The arrival zone
is designed for quick transactions and purchases,
with high stools and interactive touchscreen tablets
to search and order. Further inside, the heart of the
store is designed for browsing and trying on shoes.
"Giving the customer personal space creates intimacy in a digital-led environment. At the table or
AUGUST 2018
DESIGNRETAILONLINE.COM
more clearly here at the soft seating, the customer can
feel settled, ready for private browsing," says David
Dalziel, creative director at Dalziel & Pow. "We've also
divided the space with semi-transparent screens,
creating clear zones, so even in a busy buzzing store,
a private individual can find a quiet corner to shop."
Dalziel says that the customer also is identified
by the terminal they are shopping at, so the member of staff looking after the shopper knows how to
GLOBALSHOP.ORG
find them and may even know their name before
delivering their selected shoes.
A continuous run of eye-level screens creates a
thread around the store, with rolling content that
showcases the footwear.
"Content is also calm and quite slow; we've
learned that frenetic, distracting moving images can
be off-putting, and often the subtlest slow movement
is the most memorable and impactful," Dalziel adds.
From the rear there is a view into the stockroom,
housing 110,000 shoe boxes (customers line up to
take photos, Dalziel says), which are slid through
the racking behind the cash desks.
"The automated journey from clicking the
screen and delivery at your seat is fast, as little as
29 seconds, so moving conveyor belts, digitized
dispensing shelving and willing 'runners' are all
part of the show," Dalziel says. "The combination
is a potent one. Technology is there to aid a better
one-to-one experience."
- Mark Faithfull
Photos courtesy of DALZIEL & POW
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - August 2018
design:retail - August 2018 - Intro
design:retail - August 2018 - CT1
design:retail - August 2018 - CT2
design:retail - August 2018 - Cover1
design:retail - August 2018 - Cover2
design:retail - August 2018 - 1
design:retail - August 2018 - 2
design:retail - August 2018 - 3
design:retail - August 2018 - 4
design:retail - August 2018 - 5
design:retail - August 2018 - 6
design:retail - August 2018 - 7
design:retail - August 2018 - 8
design:retail - August 2018 - 9
design:retail - August 2018 - 10
design:retail - August 2018 - 11
design:retail - August 2018 - 12
design:retail - August 2018 - 13
design:retail - August 2018 - 14
design:retail - August 2018 - 15
design:retail - August 2018 - 16
design:retail - August 2018 - 17
design:retail - August 2018 - 18
design:retail - August 2018 - 19
design:retail - August 2018 - 20
design:retail - August 2018 - 21
design:retail - August 2018 - 22
design:retail - August 2018 - 23
design:retail - August 2018 - 24
design:retail - August 2018 - 25
design:retail - August 2018 - 26
design:retail - August 2018 - 27
design:retail - August 2018 - 28
design:retail - August 2018 - 29
design:retail - August 2018 - 30
design:retail - August 2018 - 31
design:retail - August 2018 - 32
design:retail - August 2018 - 33
design:retail - August 2018 - 34
design:retail - August 2018 - 35
design:retail - August 2018 - 36
design:retail - August 2018 - 37
design:retail - August 2018 - 38
design:retail - August 2018 - 39
design:retail - August 2018 - 40
design:retail - August 2018 - 41
design:retail - August 2018 - 42
design:retail - August 2018 - 43
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design:retail - August 2018 - 45
design:retail - August 2018 - 46
design:retail - August 2018 - 47
design:retail - August 2018 - 48
design:retail - August 2018 - Cover3
design:retail - August 2018 - Cover4
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
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