News Trends

Increasing interpenetration of online and offline worlds

Recent months have brought a series of reports of the launch of modern stationary shops, often closely linked to online shops. And we are not talking about solutions such as Amazon Go, but about shops that exist or are being built in Poland.

An ideal example is the innovative Carrefour Pro hypermarket opened in December 2017 in Atrium Promenada in Warsaw. The facility with an area of approx. 2,000 m² contains many solutions so far absent from the stores. The stores offer includes approx. Customers have the opportunity to view the entire Carrefour offer on touchscreens and order home products. The new IKEA store in Warsaw, in the Blue City shopping centre, whose opening is planned for 2018, is to function in a similar way. The store, with an area of 4,500 m², is to be much smaller than other stores of the chain in Poland. The offer will include selected interior design products, while the full offer will be available for ordering via the Internet from touchscreens placed in the store. Recently, IKEA has opened a similar store in the centre of Madrid, albeit with twice as much space and an even more limited range of products.

The opening of stationary stores by online players is also becoming more and more popular, and the main motivation is to familiarise with the offer of customers who have not yet made online purchases. Eobuwie.com.pl already has three such shops (in Zielona Góra, Wrocław, Poznań). The company’s showrooms are very different from traditional stationary shops – there are no shoes at exhibitions and customers browse the offer on tablets placed in the shop, while selected products are brought to try on by the shop’s employees. For example, the showroom in Wrocław has 3,700 m², of which 2,000 m² are intended for customers, and the rest is in an automated warehouse, some of which is seen by the customers of the showroom. The store offers 100,000 products. Ultimately, eobuwie.com.pl plans to have six to nine showrooms located in the largest Polish cities. Since November 2017, iperfumy.pl has opened four stores in shopping malls (in Poznań, Kraków, Wrocław and Warsaw). They are supposed to combine online and offline shopping experience – they function as collection points, customers can try perfume and make a purchase on the spot, thanks to tablets placed in the shop or directly from a smartphone, thanks to Wi-Fi access. You can also seek advice from consultants.

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