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.