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Lefties Digital Store: a great success

Lefties Digital Store: a great success 25-10-2022
Lefties is growing with numerous openings and achieving relevance as the most interesting chain of fashion at low prices. Its innovative character has been demonstrated in its recent opening in the Diagonal Mar shopping center in Barcelona last September, where they launched a new store concept called Digital Store.

It was an unprecedented opening for the brand, with a fashion and music festival that obtained a high attendance of Z consumers and great repercussion in social networks and digital media. We, as retail consultants, were much more struck by other types of innovations: those that make the store offer an unusual visitor experience for low-priced brands and those that achieve exceptional operational efficiency.

We list these innovations accompanied by photos taken during our visit, which took place on a Saturday morning when the store was full of shoppers. A great success.

Innovations that bring a more inspiring and fun experience:

  • Eye-catching displays scattered throughout the store give outfit ideas and include relevant communication.

  • Garment customization workshop: customer designs on a touch screen, with many customization possibilities and fast on-site production.

  • Video game arcade machines, an entertaining novelty for children and young people and a nostalgic emotional connection for the not-so-young.

  • Small and pleasant cafeteria where customers can wait quietly.

Innovations that achieve greater operational efficiency, applying technology to the most transactional processes:

  • There are only self-service checkouts, with a super simple and fast process: just by moving the garment next to the closet, it is identified and added to the virtual basket; after payment, the garments are automatically unpacked.

  • The collection of online purchases is automated thanks to a robotized warehouse.

  • Fitting rooms: each booth has a hatch where you can leave the clothes you try on and don't want to wear.

In addition, all this technology does not diminish human contact, as we find staff to serve us at all key points of the store.

Lefties has demonstrated with this futuristic store that it is possible to offer an enhanced shopping experience, even in low-margin sectors. Their formula: a very good execution of retail fundamentals, giving the physical space a playful look and using technology to increase operational efficiency.