Cu­rated For Omni Chan­nel

Myn­tra, Ban­ga­lore

VM&RD - - Front Page - Satarupa Chakraborty

Brand Road­ster Life Co., from the pri­vate la­bel port­fo­lio of Myn­tra, has been show­ing great po­ten­tial in terms of its over­all con­tri­bu­tion to Myn­tra and its ag­gres­sive growth year on year. It there­fore made good busi­ness strat­egy for Myn­tra to use brand Road­ster Life Co. to de­but into the om­nichan­nel store do­main. With its strength in tech­nol­ogy and user ex­pe­ri­ence, it made log­i­cal sense to bring its Fash­ion Quo­tient and Tech strength to­gether in a tac­tile phys­i­cal store.

The fu­tur­is­tic store spread over 4000 sft com­bines the ac­ces­si­bil­ity of touch-and-feel along with in­te­grat­ing tech­nol­ogy like

never be­fore in or­der to achieve max­i­mum cus­tomer en­gage­ment.

The tech­nol­ogy driven ex­pe­ri­en­tial store is loaded onto two floors - the ground floor fo­cuses more on cre­at­ing a unique cus­tomer en­gage­ment through en­vi­ron­ment de­sign and game chang­ing fu­tur­is­tic tech­nol­ogy while the first floor fo­cuses on pre­sent­ing the fash­ion of­fer­ings.

Tech­nol­ogy is the back­bone of this fu­tur­is­tic store ex­pe­ri­ence and the store con­cept does have quite a few ‘firsts’ in the In­dian re­tail mar­ket­place. The first cus­tomer touch point is the LED façade which dis­plays dy­namic con­tent through­out the day show­cas­ing pic­tures from the selfie zone and live streams events from in­side the store.

A video wall, con­trolled by shop­pers through a fu­tur­is­tic, mul­ti­tac­tion touch-in­ter­face to com­mu­ni­cates the brand story, show­case the in­tri­cate de­tails of Road­ster prod­ucts and keep fash­ion seek­ing cus­tomers up­dated on key in­ter­na­tional trends. The mul­ti­tac­tion in­ter­ac­tive in­ter­face is a rev­o­lu­tion­ary op­ti­cal tech­nol­ogy that sup­ports un­lim­ited touch points and scal­a­bil­ity along with ob­ject recog­ni­tion. The in­ter­ac­tive sur­face al­lows the Road­ster cus­tomers to ex­plore the brand more via in­ter­est­ing games, brows­ing looks, trav­el­ling to dif­fer­ent des­ti­na­tions and the op­tion to shop as well. The video wall brings every­thing cus­tomers do on the mul­ti­tac­tion sur­face alive. It also cre­ates a vis­ual ex­ten­sion of the store. The Vir­tual Re­al­ity zone with spec­i­fied VR con­tent sets an im­me­di­ate di­a­logue be­tween the cus­tomers and the brand. The green screen tech­nol­ogy (Chroma) also makes a de­but on the In­dian re­tail land­scape for the first time. Cus­tomers get a chance to pose and get their pic­ture clicked in the front of the Pyra­mids of Giza and many more des­ti­na­tions at the click of a but­ton. They can get these pic­tures on their smart­phone for shar­ing it on so­cial me­dia or just as mem­o­ries.

Sapi­ent Ra­zor­fish Sin­ga­pore team in part­ner­ship with Xe­nium Dig­i­tal In­dia have de­ployed the best-in-class dig­i­tal tech­nolo­gies and en­gag­ing con­tent at this tech driven flag­ship of Road­ster Life Co.

The in­stal­la­tion of a unique ‘Scan & Go’ pur­chase mech­a­nism al­lows shop­pers to add their favourites to their shop­ping cart on the Myn­tra App, do­ing away with shop­ping bags, check­out coun­ters or billing queues.

The store con­cept, cre­ated to house all the tech­nol­ogy and cre­ate an in­spir­ing en­vi­ron­ment fort the brand, is based on a garage look to bring out the brand’s in­her­ent con­nec­tion with the road. This is in­ter­est­ingly in­ter­preted with el­e­ments in­spired from a garage like tyres and garage tools. In­di­vid­ual brand sto­ries are crafted through en­gag­ing VM dis­plays through dig­i­tal and non-dig­i­tal props.

To fur­ther stretch the rugged road-in­spired sto­ry­telling, the man­nequins bear the distressed look while a ‘deconstructed’ bike is sus­pended from the dou­ble height area adds to the drama. Vi­su­als framed in raw wood and metal add to the con­cept’s vi­su­al­iza­tion. Fit­ting rooms in a distressed work­shop theme house well-lit spa­ces for a phys­i­cal store brand rit­ual – the trial and fit­ting of fash­ion.

The store de­sign pal­ette is a com­bi­na­tion of mi­cro con­crete floor­ing and stripped down

ceil­ing with raw wood high­lights. The store fix­tures have in­ter­est­ing el­e­ments like raw wood & metal with weld­ing marks, cor­ru­gated sheets and OSB board puck sys­tem. A touch of this theme is ex­tended into ser­vice ar­eas with a burn branded logo and vice pressed mes­sages on wooden nested ta­ble.

For brand Myn­tra, the Road­ster Life Co.’s cu­rated off­line ex­pe­ri­ence is an im­por­tant mile­stone for their pri­vate la­bel busi­ness to suc­ceed by help­ing in­crease mar­gins and busi­ness sus­tain­abil­ity

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