Tmall x Intersport

Swiss sporting goods retailer Intersport and Chinese internet giant Alibaba's Tmall unveiled a co-branded store in Beijing complete with interactive features to offer consumers in China a more engaging and informative shopping experience. Tmall has provided its new retail technology solutions to help sporting goods retailer Intersport transform its flagship store in China into a new retail sportswear megastore.

Named "Tmall x Intersport," the new futuristic megastore takes up 1,300 square meters over two storeys on the popular shopping area Qianmen Street -the main artery in a Beijing historical district. It follows a tech-driven retail model, which was pioneered by Alibaba in 2015 to capture the best of online and offline shopping experiences.

Entering the store, customers are welcomed by an array of state-of-the-art technologies and augmented reality-powered interactive game, such as:

- Interactive Window Displayand AR Engagement: Using motion-sensor cameras, the main window display at the store entrance can identify the gender and approximate age of a passerby and intuitively recommend appropriate products. The interface also displays a QR code that the customer can scan to order the recommended products on the spot through Intersport's Tmall store from their phone. Customers can also collect coupon by completing a fun AR basketball game in the store.

- AI-Shopping Assistant and Smart Shoe Mirror: A wall screen mirror will 'recommend' items to complement whatever a customer is trying on, offering personalized fashion advice. Using built-in cameras, a smart shoe mirror can detect which shoes a customer is trying on and will offer information about them, as well as recommending accessories.

- Smart Shelf and Cloud Shelf: Once a customer takes a shoe off a smart shelf, information about sizes, colors and function will pop up on an interactive wall screen. Through a cloud shelf, customers can also see and learn about products on Intersport's Tmall store that are not on display. This virtual space expands the available product assortment by four times that which is in the store.

- Virtual Shopping Bag and Delivery Services: By scanning QR code, customers can place the item in their virtual shopping bag and make purchase decisions on Tmall later, even after they have left the store. Customers can also shop in the store and request Tmall to deliver their goods to a designated address if they don't want to carry them. Within a 5 km radius, delivery can be made as quick as 2 hours.

The data intelligence collected in the store will also help Intersport to gain valuable consumer insights and continuously enhance its product range and services.

Tmall x Intersport in pictures

video of tmall x intersport in beijing

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