Today, brands are faced with the fact the many of its customers are no longer going to the the physical stores.  

What seams the way to go when it comes to shopping, can be a problem for these brands, given the fact that inside the store the customers are able to have a direct contact and feel the brand’s atmosphere, which make them more willing to shop different assortments of products. 

With that in mind the design challenge was presented: How to bring clients that are comfortable with technology and prefer online shopping back to physical stores? 

In order to understand customer’s needs, wishes and pains, we conducted interviews with the brand’s customers to understand from their perspective the advantages and disadvantages they perceived both on the online and off-line shopping. 

In addition, we conducted research regarding what makes people who like technology prefer the online experience and why. 

Finally, we went to the store to see how was the shopping experience. 

With that information, we were faced with the following insights: 

1) Customers prefer the online shopping because they can find all sizes and models; 

2) Customers don’t like to waste time waiting in lines;

3) Customers feel annoyed if they don’t find an specific item they are looking for;

4) Customers give up on buying if the stores are too crowded; 

5) Customers don’t like to pay for delivery/returning fees; 

6) Customers love to be able to try on clothes, shoes and others.        

With those insides in mind, we created a new way of shopping inside the physical stores of &Other Stories. 

The new offer was the creation of a Guide shop and an App, responsible for tackling the customer’s main issues regrinding both off-line and online shopping experience, making them more willing to go to physical stores.

Project created together with Eugenia Rodriguez and Raquel Estrada.