6thStreet.com all set to open its phygital store in Dubai Hills Mall


August 3, 2022 | By Shruthi Nair

6thStreet.com is all set to open its first phygital store in Dubai Hills Mall this month. The store offers shoppers an immersive interactive shopping experience with access to over 20,000+ styles, unlike traditional retail stores which can display only 1000+ styles.

“Our customers want to be able to touch and feel products, which is why we are opening a brick-and-mortar store in August called 6thStreet.com. We didn’t go in with the approach of overly digitising it. We put in just enough technology to enhance the experience for our customers,” said Dharmin Ved, CEO of 6thStreet.com.

Customers can browse products in this one-of-a-kind phygital environment, and consequently purchase in the store. “I see an endless opportunity of connecting online and offline if done right,” said Dharmin Ved. “We expect revenues from the store for sure. For example, in the store you get to try the shoes or t-shirt you want to buy, and pick up the products and go home. However, this is also an experiment for us and a way to see how to interact with customers over multiple channels.”

6thStreet.com was also the first in the region to introduce Live Shopping, where shoppers can directly interact with their favorite ‘influencers’ and buy their recommendations in real-time. Another offering on the app is the SuperStars tab, which is the central theme of the platform. Through the SuperStars tab, shoppers can get access to product recommendations from 600+ top influencers from the region through a social-commerce-enabled experience.

Read the full feature on Future of e-commerce: Live shopping launches in the UAE here

“Another trend I see is live shopping and we (6thStreet.com) were one of the first in the region to introduce it on our own platform. We were surprised by the traction, although it isn’t as prominent as it in China, but it is just a matter of time until it gets there,” he said.

“I also believe that hyper-personalisation will become very important. We have gone from one-to-many to having one-to-one conversations with our customers,” he added.

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