Global fashion brand Giordano recently reopened its fully renovated and upgraded store in City Centre Mirdif. The 2,000-sqft store sports a fresh new look, aiming to redefine simplicity, while embracing a more classic and refined concept. Importantly, the new store is highly customer-centric.
With an aim to increase the level of customer engagement, Giordano has taken certain crucial measures. “The team has access to real-time information on merchandise availability in the store, as well as across all Giordano stores and our distribution centre,” shared Ishwar Chugani, managing director of Giordano Middle East. “If an item is not be available in the store, our staff can order it online and have it delivered to the customers’ preferred doorstep. Or, the customer can choose to pick up from select Giordano stores.” After all, it is all about reinventing the shopping experience, making it delightful and convenient.
In addition, there is a ‘Video Wall’ placed at the Giordano store in City Centre Mirdif in order to let customer know about the brand’s latest offers, products, news and information.
“Today, it is more about understanding customer needs than just serving them. Our highly knowledgeable and friendly staff are not only able to offer product information, but also gauge customer needs. They look into insights emanating from Giordano’s global customer loyalty programme – World Without Strangers – with over 11 million members globally and 500,000 in the Middle East. We have access to real-time data on our members’ purchasing habits, which helps us to engage and communicate with them effectively on a regular basis,” Chugani explained.
In addition, space is maximised in the new store for better product displays and customer interaction, including wider entrances and larger, more comfortable fitting rooms. Products are also presented in different ways for customers’ easy visualisation of style. Energy-efficient LED lights enhance the customer experience, while minimising the store’s carbon footprint.
“As we upgrade our stores’ design, we are confident of attracting more customers to come and shop at our stores,” Chugani emphasised.
In order to make the shopper journey experiential as well as seamless through the store, the Giordano global VM (visual merchandising) communication group enables the regional VM team to interact and communicate with Giordano globally for best VM practices and displays.
“VM and merchandising have been done with an aim to ensure that the customer is able to shop easily and enjoy the experience. Fitting rooms have been made more comfortable. Mix-and-match colour coordinated displays allow customers to easily find what they are looking for, saving their time. Of course, for additional convenience, customers can shop online, with delivery available in the UAE and Saudi Arabia,” Chugani added.
Following over 25 years of consistent brand growth, Giordano has opened eight new stores this year and plans to roll out the new design concept in shops across the region. Additionally, Giordano continues to expand to new markets, opening stores in South Africa, Mongolia, France and Mauritius.
“In recognising the truly dynamic nature of the region, it is essential that Giordano, as a truly customer-centric brand, be made accessible across all geographies and cultures,” Chugani concluded.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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