design:retail - June 2019 - 56

Fresh food is at the
heart of the Freshippo
experience.

the inventory in the local store and customers
select accordingly.
Freshippo associates serve multiple roles, in
addition to providing great customer service for
in-store shoppers, they also support the fulfillment process for online customers. When an order
comes through the scanner, they select and pack
items into reusable shopping bags. After fulfilling
the list, the associate hooks the bag to a conveyor
belt system, which runs through the ceiling of
Freshippo stores, transporting it to the adjacent
delivery center. The delivery personnel pack up
the orders and send them out. The store design
and fulfillment process work seamlessly to support a timely delivery. For stores in operation for
18 months or longer, data shows that, on average,
online orders account for more than 60 percent of
the total sales.
"Freshippo is our most sophisticated and fully
realized New Retail concept to date," Guo says. "Not
only has it been successful in its own right, but new
technology solutions developed for Freshippo have

already been applied across China by more than
30 retailers. RT-Mart, which is the leading
hypermarket chain in China, has implemented
Freshippo technology across all of its stores."
Guo further explains how brand partners, such
as Starbucks, are testing innovations at Freshippo.
"Starbucks has opened 'Star Kitchens' in Freshippo
stores to support on-demand delivery of Starbucks
products, and has even installed new self-serve kiosks in select stores. Freshippo shoppers can directly
pick up a cup of Starbucks coffee while they shop."
So, is the U.S. market ready for a Freshippo
experience? The answer lies in Guo's characterization of Chinese consumers, who he feels do not see
the same distinctions between online and offline
as Americans do. "Mobile technology has enabled
the rapid adoption of New Retail in China," Guo
says. "Chinese consumers are mobile first and, in
fact, around 90 percent of transactions on Alibaba's

56

platforms are completed on mobile devices. Consumers in China do not have engrained habits or
brands that they feel loyal to, so they are open to
new experiences and technologies. They are used to
having the world at their fingertips, so brands and
retailers must constantly innovate in order to be able
to engage with them in a meaningful way."
Global brands, such as Starbucks, Innisfree,
Intersport and Guess?, are embracing Alibaba's
concept of New Retail and leveraging the technology in order to engage with Chinese consumers. In
addition to Starbucks' Star Kitchens, the brand has
enabled Mobile Taobao's augmented reality (AR)
capabilities at the Shanghai Starbucks Roastery.
Customers can scan different features in the store
to learn more about the roasting process and even
earn coupons.
Korean beauty brand Innisfree collaborated with
Alibaba to introduce digital features and interactive technologies in one of its stores in Hangzhou,
undergoing a digital makeover, and merged their
online and offline memberships. Magic Mirror AR



design:retail - June 2019

Table of Contents for the Digital Edition of design:retail - June 2019

design:retail - June 2019
Contents
From the Editor
Insider Insights
Happenings
Site Visit: Time More
Window Watching: Coach at Macy’s
Clicks & Mortar: Parachute
Spec Sheet: Salone Del Mobile
Brand Immersion: Harman Intl.
Clicks & Mortar: Eyebobs
Site Visit: Foot Locker Power Store
Hands On: Shakespeare & Co.
On Trend: Walmart
Perspectives: Augmented Experience
By the Numbers: Bopis
2019 Show Guide
Zhongshu Bookstore
Alibaba’s Freshippo
Hybrid Retail
Zara
5 Questions For...
design:retail - June 2019 - Intro
design:retail - June 2019 - design:retail - June 2019
design:retail - June 2019 - Cover2
design:retail - June 2019 - 1
design:retail - June 2019 - Contents
design:retail - June 2019 - 3
design:retail - June 2019 - 4
design:retail - June 2019 - 5
design:retail - June 2019 - From the Editor
design:retail - June 2019 - 7
design:retail - June 2019 - Insider Insights
design:retail - June 2019 - Happenings
design:retail - June 2019 - Site Visit: Time More
design:retail - June 2019 - 11
design:retail - June 2019 - Window Watching: Coach at Macy’s
design:retail - June 2019 - 13
design:retail - June 2019 - Clicks & Mortar: Parachute
design:retail - June 2019 - Spec Sheet: Salone Del Mobile
design:retail - June 2019 - Brand Immersion: Harman Intl.
design:retail - June 2019 - TRCover1
design:retail - June 2019 - TR2
design:retail - June 2019 - TR3
design:retail - June 2019 - TR4
design:retail - June 2019 - TR5
design:retail - June 2019 - TR6
design:retail - June 2019 - TR7
design:retail - June 2019 - TR8
design:retail - June 2019 - TR9
design:retail - June 2019 - TRCover4
design:retail - June 2019 - Clicks & Mortar: Eyebobs
design:retail - June 2019 - Site Visit: Foot Locker Power Store
design:retail - June 2019 - 19
design:retail - June 2019 - Hands On: Shakespeare & Co.
design:retail - June 2019 - 21
design:retail - June 2019 - On Trend: Walmart
design:retail - June 2019 - 23
design:retail - June 2019 - 24
design:retail - June 2019 - 25
design:retail - June 2019 - Perspectives: Augmented Experience
design:retail - June 2019 - By the Numbers: Bopis
design:retail - June 2019 - 2019 Show Guide
design:retail - June 2019 - 29
design:retail - June 2019 - 30
design:retail - June 2019 - 31
design:retail - June 2019 - 32
design:retail - June 2019 - 33
design:retail - June 2019 - 34
design:retail - June 2019 - 35
design:retail - June 2019 - 36
design:retail - June 2019 - 37
design:retail - June 2019 - 38
design:retail - June 2019 - 39
design:retail - June 2019 - 40
design:retail - June 2019 - 41
design:retail - June 2019 - Zhongshu Bookstore
design:retail - June 2019 - 43
design:retail - June 2019 - 44
design:retail - June 2019 - 45
design:retail - June 2019 - 46
design:retail - June 2019 - 47
design:retail - June 2019 - 48
design:retail - June 2019 - OPCover1
design:retail - June 2019 - OP2
design:retail - June 2019 - OP3
design:retail - June 2019 - OP4
design:retail - June 2019 - OP5
design:retail - June 2019 - OP6
design:retail - June 2019 - OP7
design:retail - June 2019 - OP8
design:retail - June 2019 - OP9
design:retail - June 2019 - OP10
design:retail - June 2019 - OP11
design:retail - June 2019 - OP12
design:retail - June 2019 - OP13
design:retail - June 2019 - OP14
design:retail - June 2019 - OP15
design:retail - June 2019 - OP16
design:retail - June 2019 - OP17
design:retail - June 2019 - OP18
design:retail - June 2019 - OP19
design:retail - June 2019 - OPCover4
design:retail - June 2019 - 49
design:retail - June 2019 - 50
design:retail - June 2019 - 51
design:retail - June 2019 - Alibaba’s Freshippo
design:retail - June 2019 - 53
design:retail - June 2019 - 54
design:retail - June 2019 - 55
design:retail - June 2019 - 56
design:retail - June 2019 - 57
design:retail - June 2019 - 58
design:retail - June 2019 - 59
design:retail - June 2019 - Hybrid Retail
design:retail - June 2019 - 61
design:retail - June 2019 - 62
design:retail - June 2019 - 63
design:retail - June 2019 - 64
design:retail - June 2019 - RXCover1
design:retail - June 2019 - RX2
design:retail - June 2019 - RX3
design:retail - June 2019 - RX4
design:retail - June 2019 - RX5
design:retail - June 2019 - RX6
design:retail - June 2019 - RX7
design:retail - June 2019 - RXCover4
design:retail - June 2019 - 65
design:retail - June 2019 - 66
design:retail - June 2019 - 67
design:retail - June 2019 - Zara
design:retail - June 2019 - 69
design:retail - June 2019 - 70
design:retail - June 2019 - 71
design:retail - June 2019 - 72
design:retail - June 2019 - 73
design:retail - June 2019 - 74
design:retail - June 2019 - 75
design:retail - June 2019 - 76
design:retail - June 2019 - 77
design:retail - June 2019 - 78
design:retail - June 2019 - 79
design:retail - June 2019 - 5 Questions For...
design:retail - June 2019 - Cover3
design:retail - June 2019 - Cover4
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