Market opportunityThe use of smartphones is rapidly

changing the retail landscape and

blurring the line between online and

traditional shopping experiences. In Italy,

46% of clients use their smartphones

to gather information on products

and 25% compare prices with online

pricing from within the store. Social

networks are increasingly becoming

the ‘thermometer’ of hot new trends.

As a consequence, when creating their

assortments, retailers are taking into

account what customers have tweeted

Technology Intervention

on Twitter or pinned on Pinterest.

With their new flagship store in Milan,

OVS intends to relate to its clients in a

more sophisticated fashion, expanding

its relationship with them through an

innovative digital shopping experience

based on virtual changing rooms,

sales assistants with iPads, and click

and collect services. In addition to this,

the store offers an area with Google

technologies and products thanks to a

partnership with Google Enterprise.

OVS 2.0ITALY - Milan

Innovation and a partnership with Google: the OVS flagship blends new technology into a traditional store, located in a historical palace in the center of Milan, turning it into a place where shoppers can enjoy an intense digital shopping experience.

44 Retail Innovations 10

Innovative QualitiesThe interior design of the flagship,

located in a very old palace in the

historic center of Milan, highlights the

uniqueness of the building, using glass

walls and natural lighting and effectively

combining new elements with pre-

existing traditional aspects. Lead beams

are used to highlight products and light

colors are used for the floors assigned

to women’s apparel (ground floor and

first floor). In the men’s section, located

in the basement, old rolling shutters are

utilized as backgrounds for the rails to

create walls for clothing based on street

and casual styles.

The assortment, which includes

women’s wear, men’s wear, and

accessories, offers limited edition

collections branded as OVS Via Dante,

with a selection of 60 items available in

store and online.

Thanks to its partnership with Google

Enterprise, OVS uses cutting edge

technology to offer its customers

a multi-sensory experience both in

store and online. This technology also

streamlines the organization of the

store.

A special ly designed App al lows

shoppers to obtain information on

products (avai lable sizes, onl ine

purchases or the nearest OVS store

where they can find an out of stock

size or color). The “Magic Fitting Room”

is an interactive space where clients

can play with their image, thanks to a

monitor that acts like a mirror with a

double view (front and back). Using

the App, customers can take pictures,

visualize them on their phones and of

course share them on social networks. They can also ask sales assistants for a new size directly from the changing room.An Interactive Kiosk acts as a multimedia station that invites customers to purchase online and check availability in

Key data

nearby stores.Finally, a Click & Collect service makes it possible to purchase products online and pick them up in any OVS store.

Format: Flagship store Opening: 2014 Size of store: 900 sq.m. across

three floors Number of stores: 580 in Italy and

110 abroad

Retail Innovations 10 45

ConclusionsOVS is one of the most important clothing retailers in Italy for men, women and children. Brand awareness is equal to 97%, due to its history and widespread presence throughout the country. The opening of the flagship store, Via Dante, in Milan represents an important evolution of the format in which the customer participates in a

strong digital shopping experience.

Technology Intervention

46 Retail Innovations 10

Retail mix Apparel and accessories for men and women.

Points of innovation Cross-channel store. Partnership with Google Enterprise. Multi-sensory. Assortment of all stores available online.

Retail Innovations 10 47

Ebeltoft ITALYKiki Lab | www.kikilab.it

Ebeltoft THE NETHERLANDSQ&A Research & Consultancy | www.q-and-a.nl

Ebeltoft PORTUGAL Instituto de Marketing Research | www.imr.pt

Ebeltoft ROMANIA Architected Business Solutions | www.abs-europe.com

Ebeltoft RUSSIAIRG I www.intrg.com

Ebeltoft SINGAPORE A.S.Louken | www.aslouken.com

Ebeltoft SOUTH AFRICA Tungwa Retail Holdings | www.tungwaholdings.co.za

Ebeltoft SPAIN KISS Retail Management Consultingwww.kissretail.com

Ebeltoft SWITZERLAND Fuhrer & Hotz | www.fuhrer-hotz.ch

Ebeltoft AUSTRALIA Retail Doctor Group | www.retaildoctor.com.au

Ebeltoft BRAZIL GS&MD Gouvêa de Souza | www.gsmd.com.br

Ebeltoft CANADA J.C. Williams Group | www.jcwg.com

Ebeltoft CHINA A.S.Louken China | www.aslouken.com.cn

Ebeltoft DENMARK Retail Institute Scandinaviawww.retail-institute-scandinavia.dk

Ebeltoft FRANCE Dia-Mart | www.dia-mart.fr

Ebeltoft GERMANY Gruppe Nymphenburg | www.nymphenburg.de

Ebeltoft INDIA Technopak I www.technopak.comRamms I www.ramms.com.in

Ebeltoft IRELANDOne-Eighty-Degrees I www.180.ie

Ebeltoft TURKEY Eurosis Consulting | www.eurosis.biz

Ebeltoft UK Pragma Consulting | www.pragmauk.com

Ebeltoft USA McMillanDoolittle | www.mcmillandoolittle.com Okamura Consulting | www.okamuraconsulting.com

Ebeltoft VIETNAMThe Athena Retail Consulting Company www.athenaretailconsulting.com

Ebeltoft GROUPwww.ebeltoftgroup.com

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