A VIP fitting room in test at Kiabi
In retail, the boundaries between the physical and the virtual experience are becoming increasingly blurred; all players are constantly looking to combine different methods and technologies to make the customer journey as pleasant as possible. One last example comes from Kiabi Belgium. Today, the chain decided to test a new concept with a VIP fitting room. The project aims to make life easier for customers by offering the possibility to reserve clothes via the website and to come and try them on in the shop in a reserved cabin. If the test is successful, the concept will of course be extended to the rest of the group's outlets in Belgium.
Reserve the clothes you want to try and pay faster
How does it work? You make your choices online at www.kiabi.be. Then, the next day, at the chosen time slot, you go to the shop to try on the products in the VIP booth before paying for them.
There is also no need to wait at the checkout, as you can go through an express queue. According to the group's managers, this concept saves time and reduces the stress of shopping considerably.
The CEO of Kiabi Belgium, Jérôme Calonne clearly explains that this innovation aims to make life easier for customers: "We are not just a fashion brand but a contemporary family fashion brand that likes to be ahead of the game. So we are banking on technological developments to support the changing habits of our customers. At the same time, this e-booking is a strategic tactic to convert single-channel customers into omnichannel customers. If our customers like this service, we would like to eventually introduce the idea in the other seven shops in Belgium.”
The new concept is free of charge and is being tested from Wednesday 27 April at Kiabi Médiacité in Liège. We'll keep an eye on it.
KiabiFashionPosPos ConceptJérôme Calonne