FASHION HOUSE Group presents its omni-channel strategy

FASHION HOUSE Group, a leading European developer and operator of outlet centres is introducing its omni-channel strategy. The core element of the strategy will be the e-commerce platform that will launch this year in Russia.

FASHION HOUSE Outlet Online will bring advantages of brick and mortar outlet centres to even more customers. The online prices will match those offered within FASHION HOUSE Outlet Centre Moscow and only the genuine assortment will be available. The e-store will operate in flash sales model, which means that specifically selected assortment will be available for a limited time (7/14 days).

Before making a decision in regards to our online platform, we have thoroughly studied the needs and habits of modern customers. Analysis of their “instant” lifestyle and constant pursuit of convenience assured us that the flash sales model will address their needs in the best way. It inspires action and rewards the most active customers. Moreover, with the “be quick or get nothing” idea behind it, flash sales model accurately reflects the concept of outlet shopping – said Brendon O’Reilly, Managing Director of FAHSION HOUSE Group.

Following the launch of e-commerce platform, the company will merge all of its customers’ oriented activities to offer the seamless shopping experience. Consumers will be provided with the best and the most relevant offers, regardless of the access point they use. In order to do this, FASHION HOUSE Outlet Online will be accompanied by several new technologies within company’s brick and mortar outlet centers. This will include between others the beacon-powered system connected to the upcoming mobile app to help customers move through FASHION HOUSE Outlet Centres and find the best deals. System will also feature gamification opportunities to make shopping more fun and exciting.

Merging offline and online worlds into one seamless shopping experience is a key to win the hearts of digital natives. These customers expect us to deliver them tailor-made offers whenever and wherever they are. Thanks to data from several sources, including our websites, newsletters, e-commerce, mobile app, as well as in-store trackers like beacons and Wi-Fi, we will be able to create unique, personal experience for all of them, improving their shopping satisfaction and boosting our footfall and average spend simultaneously– said Piotr Kreft, Head of E-commerce at FASHION HOUSE Group.

With its quickly growing internet population, Russia was a natural field to launch the new omni-channel strategy. But the company already plans to bring the same solution to other markets including Poland, where it manages three FASHION HOUSE Outlet Centres in Warsaw, Gdańsk and Sosnowiec as well as Romania, where it owns FASHION HOUSE Outlet Centre Bucharest.

Read More:

FASHION HOUSE Group invests €52 million to opening I phase outlet center in St Petersburg this year.

The FASHION HOUSE Group continues construction work at the FASHION HOUSE Outlet Center 
St Petersburg.

FASHION HOUSE Outlet Centre Moscow – summary of 2018 and Q1 2019
April 29th, 2019

Outlet centre, owned by the Fashion House Group has been consistently recording improving business results. The retail sales, footfall and conversion rate recorded growth.

The outlet industry in Russia – space for continuous growth
May 14th, 2018

Co-forming the outlet market in Russia a few years ago was a pioneer move made by FASHION HOUSE Group. When the company started operations in the Moscow region, we were absolutely sure that we would achieve success.

Strong results for FASHION HOUSE Outlet Centre Bucharest in 2017: +10% in retail sales, more than 7 visitors out of 10 buy
March 28th, 2018

FASHION HOUSE Outlet Centre Bucharest registered in 2017 another year with strong performances, materialized in the best business results of the past seven years.