The Bonobos store on Fifth Avenue in downtown New York is crowded with familiar brands J.Crew, Zara, Gap… At first glance, Bonobos is no different from these stores. People can browse the rows of shelves. Go shopping and try on pants or skirts in a fitting room, but you don’t end up buying them home like you can in other stores. Bonobos first tried this idea in 2011, and at first people thought it was a joke. So far, Bonobos has 20 such pure showroom-style stores in the United States, and they plan to open at least seven more this year. 【Textile】
The news we may often hear is that physical stores are no longer viable. The impact of e-commerce on the retail industry has forced offline physical stores to provide some value-added services and experiences, rather than just being a vehicle for selling things. In addition to selling yoga clothes, Lululemon also holds yoga classes in the store. LV treats its retail stores as museums to display high-end art. However, compared with them, Bonobos’s approach of not selling clothes in the store is still a bit crazy. 【Luggage fabrics】
The starting point of this concept is to distinguish the behavior of purchasing products from distribution. In fact, this is not the first time it has appeared. When we go to a furniture store to buy large pieces of furniture, we don’t take a sofa home directly on site. This model is therefore extremely suitable for selling products that are large and difficult to carry, because you cannot decorate them beautifully. In the shopping bag.
Bonobos was originally a purely online men’s clothing brand, but now they also realize the importance of physical stores. In Bonobos stores, not every product has a complete range of styles or sizes. The entire job of the salesperson is to help customers choose the products they like, determine the appropriate size, and place an order online. Bonobos founder Andy Dunn believes that it is precisely because there is no inventory that they can sell better. Bonobos does not need to estimate which store will sell which product, because all products will be shipped uniformly from a central warehouse. 【Tent fabric】
Burberry, which has always been radical in digitalization, may be able to inspire some big brands that dare not take action. In Burberry’s retail stores, every salesperson has an iPad. This is not just to look flashy. If consumers need to order online, sales staff can help them log in directly to Burberry’s website to place an order. In addition, Burberry has also developed an App for employees only. The salesperson only needs to log in to the customer’s Burberry account to check their purchase history, where they bought it, what they bought, what was in their shopping cart, and what they last said on Twitter and Facebook… thus Can give targeted purchasing suggestions. This App can also check the inventory status of all retail stores in a region in real time. When a product that a customer needs is out of stock in this store, you can suggest them which store to buy it from, or directly help them place an order online. The assessment of sales staff has also achieved online and offline integration, because the checkout terminals are basically through iPads, which encourages them to guide consumers to Burberry’s online store. iPad accounts for 30% of Burberry’s entire online sales, making a significant contribution to physical store sales. 【Waterproof Oxford cloth】
The trend of opening large-cost flagship stores will not stop. However, for any type of retailer, the largest flagship store must be online.
Suzhou Textile Oxford Cloth manufacturer: www.wcxfz.com
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