Fashion retailer Modivo turns to display technology to create fully automated ‘physical’ shopping experience


This article is brought to you by Retail Technology Review: Fashion retailer Modivo turns to display technology to create fully automated ‘physical’ shopping experience.

European fashion retailer Modivo, has turned to display technology from PPDS to create and open a futuristic new store in Warsaw, combining the benefits of online and physical shopping for what is claimed to be a highly unique and transformative customer experience.

Located inside the 85,000 sqm, Galeria Mlociny shopping mall in Warsaw, the new high-end store was opened in the midst of the coronavirus pandemic, and was designed to offer a revolutionary, modern, more convenient and safer shopping journey.

Breaking away from tradition, the Modivo store does not feature any stock on the shop floor, creating a more open, cleaner look, with fewer staff. Instead, customers are greeted with a theatre of Philips digital displays from PPDS (including two giant videowalls) showcasing some of the latest fashions, collections and company branding, before sitting on dedicated sofas to browse the store’s catalogue using a touch tablet. All stock is displayed on an easy-to-use interface, which is directly linked to the store’s adjoining ‘automated warehouse’ (stock room) – which holds more than 100,000 items.

Once a customer has made their selection(s), they then simply enter their mobile number on the tablet to receive a unique code. This code can then be presented at the fitting room entrance and once scanned, the customer is directed to one of eight available fitting rooms – each named after major fashion capitals around the world, such as Prague, London, Milan. Their items are then made available behind sliding doors located within the fitting room.

In addition, each fitting room – which can be customised, such as by adjusting the light – is equipped with a wall mounted touch screen display, which shows their initial selection and allows customers to view and amend their selections (for instance, by adding new items and sizes), which will again be delivered within moments. The days of leaving the changing room or asking a friend to go and search for items and sizes have gone.

Once the customer has made their final decision, they can confirm their order using the display and leave the fitting room empty handed. The items they wish to buy are then delivered to the collection point where they are paid for, concluding the visit.

Dariusz Sobczak, Board Member, Nanovo, commented: “The retail sector, in the future, will see some incredible changes. MODIVO fits into this transformation by offering its customers a top-of-the-line omnichannel model. It comes down to transferring the experience that customers know from the online world to a physical store’s space.”

Mariusz Chludzinski, Sales Director Poland at PPDS commented: “With consumer shopping behaviour already shifting online, MODIVO had a vision to bring the same speed, convenience, and cost benefits to their physical stores. A volatile global pandemic added to the mix also meant that the store had to be designed in such a way that it could continue operating throughout the most challenging conditions. Ensuring customers are able to have a comfortable, safe and enjoyable shopping experience. To achieve that, a partner was needed that shared the vision for innovative change to support the business and its customers – no matter how radical those ideas might seem.”

“This unique set-up allowed MODIVO to implement a multi-channel sales strategy that achieves their goals of brand efficiency and robustness in an ever-evolving retail landscape. Like ourselves, Modivo is an innovator – recognising the challenges and changes in the market and not content with simply following what’s done before. The benchmark for retail has been set. With PPDS, the new Modivo more than stands out in the crowd and provides an experience that customers will want to enjoy time and time again.” 

Fast facts:

  • Client: MODIVO
  • Location: Warsaw, Poland
  • Project: A physical store becomes a phygital experience
  • Products: Philips 55” X-Line 55BDL2005X videowall display (100 units), Philips 55” X-Line 55BDL3107X videowall display (10 units) 

Benefits of Philips X-Line to Modivo:

  • Smart remote updates: MODIVO can push new promotions and product selections across their displays instantly.
  • Remote upgrades: Nanovo can push new software updates remotely to ensure all displays are running smoothly with the latest features and stability requirements.
  • Versatile connectivity: Android and CMND & Control enable easy integration of Nanovo’s proprietary digital in-store platform, SIGNIO.
  • Futuristic shopping experience: A clean store design with no hangers or clutter seamlessly connects the physical store experience with the digital world, resulting in a pure phygital hybrid store.
  • Cost efficiency: No display products means fewer staff and less maintenance, allowing MODIVO to keep costs down for the consumer.

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