Three standout retail lessons from Sportsgirl

Fashion retailer Sportsgirl has launched a new window display that will allow customers to buy via their mobile phones, in the latest innovation by the retailer that will catch the eye of start-ups.

As of today, Sportgirl’s Chapel Street store in Melbourne will feature two large billboards with key products and corresponding barcodes so shoppers can use mobile devices to make purchases.

The “windows” will be updated weekly and, just like online, consumers can make a purchase 24 hours a day, seven days a week.

According to Sportsgirl brand manager Prue Thomas, online and offline retail needs to have a “symbiotic relationship”. StartupSmart identifies some of Sportsgirl’s other standout strategies:

Create a journey

Sportsgirl places a lot of emphasis on the appeal of its flagship stores, investing in elaborate store-fits that change on a regular basis. Start-ups can emulate this approach on a smaller scale.

“We wanted to provide our customers with a unique experience, to have them walk in and go ‘Wow, this is pretty amazing; this is where I belong’,” chief executive Elle Roseby has said.

“Flagship stores should always have an element of surprise where customers never know what’s going to happen next. The level of creativity expressed in those stores is really critical.”

Personal styling

In a bid to tap into the celebrity trend of using a personal stylist, Sportsgirl has launched a concept titled Style Me Studio, whereby customers have a one-on-one session with a stylist.

The stylists help each customer “get the lowdown on current trends, help you dress for your body shape, find the perfect head-to-toe outfit, answer your fashion questions and teach you some insider styling tips”.

The stylist contacts each customer beforehand to get an idea of what they hope to get of it. On the actual day, the customer is ushered into a VIP room, receiving complimentary refreshments.

Fashion-friendly technology

QR code signage was recently installed in 111 storefronts nationally. Launched as part of Sportsgirl’s “Join Us” campaign, signage included a URL and recommended scanner download.

Once scanned, the code allowed customers to stream or download a style guide video, while links directed customers to Sportsgirl’s mCommerce platform.

To coincide with this, Sportsgirl ran a Facebook competition where users were encouraged to share a Sportsgirl QR code on their walls, thus broadening Sportsgirl’s Facebook audience.