Apparel Group launches GCC’s first lifestyle phygital store in Dubai for its 6thStreet brand
Apparel Group’s 6thStreet.com has opened the GCC region’s first phygital store dedicated to fashion. Located in Dubai Hills Mall, the store offers customers an integrated omnichannel experience with the benefits of both online and in-store shopping, powered by Nanovo, a technology company specializing in creating digitized retail and service spaces for enhanced client engagement.
The new store is fitted with 38 tablets and 7 fitting rooms. Customers are assisted through the unique shopping experience by ten fashion advisors on the floor. The phygital store holds seven times the inventory of a regular store, with almost every brand that the 6thStreet.com app has available in the UAE.
At the launch of the store, His Excellency Omar bin Sultan Al Olama, UAE Minister of State for Artificial Intelligence, Digital Economy and Teleworking Applications said, “6thStreet.com’s first physical store is a testament to the UAE’s leadership in future technologies and a reflection of the country’s status as a global shopping and tourism hub. Packed with pathbreaking artificial intelligence applications, it’s part of a new generation of smart retail brands boosting traditional industries and simultaneously strengthening the country’s digital economy.”
The technology
Nanovo partnered with 6thStreet.com to provide consultation and programming for the implementation of this proprietary phygital store system with digital experiences and tools seamlessly integrated using its signature SIGNIO software and platform. Customers at the new store can select from more than 40,000 products at the self-service terminals, try them out in an automated and interactive fitting rooms, and complete their final transaction conveniently.
Nanovo also designed a seamless and efficient communication network with in-store warehouse systems, so that orders are transferred from digital terminals in the store space to the warehouse systems. The customer in the interactive fitting rooms now has the luxury of expanding their shopping basket and adding sizes or changing colour preferences directly from the fitting room without the participation of staff.
Dharmin Ved, Founder and CEO, 6thStreet.com said: “After a year-long learning journey, our smarter retail concept is ready to welcome shoppers. We have invested in digital transformation not only to drive top-line growth, but also to streamline efficiencies across the value chain. The 6thStreet.com store offers tangible proof of how AI and Machine Learning can be leveraged to create an exciting new store format as well as to create new opportunities for the retail sector, delivering speed, cost and sustainability benefits. The nurturing ecosystem created by the UAE government allows ambition and innovation to thrive, so it is only fitting that we launched our first phygital store in Dubai.”
6thStreet.com is an omni-channel fashion e-commerce destination that offers high-street fashion & beauty brands in the UAE, KSA, Kuwait, Oman, Bahrain & Qatar.
