Bonprix is testing the potential that digital shopping can also have in stationary retail in Hamburg. In the 'Fashion Connect' store, 'classic' weaknesses of the retail trade are to be eliminated through technical integration.
Around 750 articles, accessories, and shoes are presented in the store. Every eight weeks, the products on offer change in twelve theme worlds. Customers can organize their shopping completely independently via an app in the store - this includes self-scanning and self-checkout.
The fashion company Bonprix employs over 3,000 people and is represented in 30 countries with a turnover of 1.56 billion euros. Bonprix generates around 85 percent of its sales with e-commerce.
Unsorted or incomplete inventories and long queues should be reduced.
The central element in the pilot store is a further development of the existing Bonprix App. With the app, the customer checks into the store, scans the articles, and selects the sizes. The selected garments are placed in the virtual shopping bag and made available directly in the fitting room.
After the desired items have been entered via QR code and app, the fitting room is prepared individually. The time of preparation can be spent at the fashion bar in the store. The fitting room has four selectable lighting scenarios. A display reflects the contents of the Bonprix app and shows the next steps. If an item of clothing does not fit, a different size can be reordered directly in the fitting room via the app. If a personal consultation is desired or help is needed, a fashion assistant can be notified.
In order to avoid long waiting times at the cash desk, various payment options are available. When leaving the fitting room, the shopping bag of the app is updated automatically. Integrated RFID technology records all items that are taken along. Payments can be made by PayPal directly in the app, by EC or credit card at the self-checkout or, if desired, in cash by a member of staff at the register. Additional security measures for the goods are not required.
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