Last week, Farfetch held its first invitation-only conference for luxury brands and retailers, presented by Huawei. The so-called FarfetchOS event, held at the Design Museum in London, unveiled Farfetch’s Store of the Future concept – the final part of the UK based e-commerce platform’s augmented retail vision to merge the online and offline worlds.
Using data to enhance the customer experience, Store of the Future can take many different guises, applying unique tech solutions to suit each individual brand, city and store. For instance, some brands or retailers may want to capture physical interactions in-store to humanize the digital shopping experience, and at the same time familiarize themselves with their customers across all channels. Later this year, a full set of SOF technologies will be activated at the flagship Thom Browne store in New York and also at Browns – the famed London multibrand retailer Farfetch acquired in 2015.
Said Holli Rogers, CEO at Browns: “Our plan is to re-establish Browns as the coolest boutique in the world. One of the most important factors in making this happen is to stay completely in tune with the ever-changing lifestyle needs of our customers and to keep pushing our product assortment and innovating.
Deploying the digital innovations that make up Store of the Future facilitates us to take big steps towards this longer-term vision. Implementing these innovations within our stores will fundamentally allow our customers to enjoy a bespoke and effortless experience that harmonizes the best parts of boutique shopping with the speed and convenience of e-tail. We’ve had a lot of fun working through the integration of this approach and we anticipate that our customer will experience a new sense of discovery within the retail landscape of Browns.”
In other news unveiled at the event, Farfetch is exclusively teaming up with Gucci to introduce “Store to Door in 90 Minutes” – a partnership allowing customers in ten major cities to stock up on Gucci via Farfetch’s platform and having their orders delivered in a speedy 90 minutes.