Intersport and Alibaba’s Tmall joined forces to create an engaging and informative shopping experience in Bejing. Under the new name “Tmall x Intersport,” the 1,300 square-meter store that is located in Beijing’s tourist hotspot Qianmen has been transformed into a megastore that combines online and offline shopping experiences by implementing the tech-driven retail model pioneered by Alibaba.

The smart sneaker wall
Photo: Intersport/Alibaba
The smart sneaker wall

At the store customers are welcomed by an array of technologies and augmented reality-powered interactive games. For example, the Smart Shelf and the Smart Shoe Mirror can instantly tell customers all the information they need about a certain shoe they pull from the shelf. This way, the customer can make a more-informed decision on whether or not the products fit their individual demands.



“These new in-store technologies provide consumers in China an unprecedented shopping experience that is both entertaining and educational so they can have fun while shopping for the exact products that meet their unique demand,” said Victor Duran, chief executive officer of Switzerland-based Intersport that has 24 stores in China with the goal of expanding to at least 100.

“We are excited to see an extensive range of Tmall’s New Retail technologies and features under one roof in Intersport’s store,” said Jessica Liu, president of Tmall Fashion and Luxury. “What’s even more encouraging is to see our merchants embracing the New Retail concept and exploring its potential. When customers try out these features firsthand, we are confident that they will see the convergence of online and offline shopping as the future of retail.”

Intersport is the latest example of how Alibaba’s New Retail technology can help brands build up and reimagine their business in China since the push began in late 2015. To date, Tmall Fashion has collaborated with over 400 brands, including top names such as Burberry and Zara, and upgraded over 50,000 storefronts all over China. Liu said the goal is to increase the collaboration to a total of 1,000 brands and help digitize 200,000 storefronts nationwide in the next 12 months.


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