PPDS, the Philips division dedicated to professional displays, aims to redefine retail by implementing the use of Philips video walls and tablets, to create a fully automated “phygital” shopping experience.
Let’s talk today about the new Modivo store in Warsaw, absolutely state-of-the-art and driven by digital technology. The store uses 110 units of 55” Philips displays to transform the world of retail fashion, merging the benefits of shopping (physical and digital) and buying experiences, in a radically redesigned store. Modivo is, therefore, to all intents and purposes the first fully automated retail store in a “phygital” key in the world.
Located inside the 85,000 sqm, Galeria Mlociny shopping mall in Warsaw, Modivo – part of the Eobuwie.pl group – is a leading online fashion retailer, with an online catalogue of more than 70,000 items across nearly 250 brands. These include Armani, Boss, Calvin Klein, Diesel, DKNY, Guess, Kurt Geiger, Ralph Lauren, Lacoste, among others. Opened in the midst of the coronavirus pandemic, the Modivo store – the first under the Modivo brand – has been designed to offer a revolutionary, modern, more convenient and safer shopping experience to customers, fusing the benefits of both physical and digital, online shopping experiences, with PPDS playing a central role.
Working with Modivo’s technology partner Nanovo – a Warsaw based specialist in creating digitized spaces for enhanced client attention and engagement – a total of 110 x 55” Philips X-Line 4K Android displays were selected and installed throughout this unique Modivo store. Designed for 24/7 operation, and with FailOver security (meaning screens never go dark), the installation includes an imposing, near bezel-less 25 x panel Philips videowall, which, thanks to its in-built Pure Colour Pro software for delivering higher luminance through custom colour temperature, creates an illuminating and highly immersive environment for visitors when entering the store, while also being impossible to ignore by passers-by.
Breaking away from tradition, the new futuristic Modivo store design does not feature any stock on the shop floor, creating a more open, cleaner look, with fewer staff. Instead, customers entering the store – a theatre of digital displays showcasing the latest fashions, collections and company branding – sit on dedicated sofas to browse the store’s catalogue using a touch tablet. Running on Nanovo’s proprietary digital in-store platform, SIGNIO, 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, 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. Their items are then made available behind sliding doors located within the fitting room.
In addition, each fitting room is equipped with a wall mounted touch screen display, which shows their initial selection. Again, this display is connected directly to Modivo’s warehouse logistics system for added convenience, allowing 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.
The Philips X-Line series of displays proved to be an optimal choice for Modivo, in particular for the possibility of carrying out intelligent remote updates: Modivo can instantly send new promotions and product selections on its displays, while the technical partner Nanovo can send new Remote software updates to ensure all displays work smoothly. Furthermore, Android and CMND & Control on board allow easy integration of Nanovo‘s proprietary digital in-store platform, SIGNIO. The result is a futuristic shopping experience, in a clean design store, without hangers or bulky furniture, a real ‘trait d’union’ between the experience of the physical store and the digital world.
This post is also available in: Italian