"With the Retail Pro Prism platform, we are implementing Sale in store, Click and Collect, and Home Delivery with cross customer journeys between e-commerce and the physical store, connected to a mid-layer. That in combination implements the phygital concept."

- WOW Concept

How WOW Concept is curating an immersive, connected customer experience with Retail Pro Prism

WOW Concept's Experiential Ethos

Madrid's WOW Concept launched in March 2022 as a totally reimagined shopping destination. Eight floors of immersive experiences include a neon-lit industrial gym, a fashion catwalk for exclusive shows, a 70s themed penthouse, three floors of fashion, a self-care lab, a gaming & tech-themed basement lined with a 3D-printed coral mural, and restaurants boasting Michelin-starred chefs. The retail destination is an experience down to the interior's architecture, which was renovated by Carmelo Zapulla, a renowned current architect.

Environmental Encouragement to Innovate

WOW Concept is a product of the immense phase of disruptions, innovation and change that was catalyzed and accelerated by COVID's outbreak in 2020. Exciting directions of technical innovation for retailers became solutions that could address real problems caused by supply chain difficulties, closed stores and tight restrictions. Consumers, forced to halt all in-person shopping activities and experiences, emerged from quarantines with shopping habits highly informed by the tools and conveniences of online shopping, and higher expectations for convenience.

Immersive Aesthetic Retail Experience

The more recent popularization of Metaverse, combined with increased expectations for a truly engaging experience of exploring and shopping in-person, is pushing the retail industry in the direction of creative and immersive experiences – coined as "phygital" retail. The WOW Concept is a pioneer in offering this sort of imaginative, immersive shopping experience, and has chosen Retail Pro Prism POS as the foundation for WOW Concept's aesthetically-focused strategy. Leveraging the browser-based Retail Pro technology on sleek mobile devices, WOW Concept reinforces the brand's futuristic vision and unleashes the customer experience from the checkout counter to happen at the point of discovery on the store floor, with the sales associate smoothly transitioning from clienteling to completing the checkout. Retail Pro Prism's customizable UI is editable with html down to every detail and allows WOW Concept to completely tailor the check-out experience to the immersive aesthetic experience of each floor. Retail Pro Prism's easy compatibility with any mobile device also further enables an immersive, elevated customer experience.

Omnichannel Operations

The aim is to draw people into an ethereal experience that stimulates the imagination and gives expression to wonder and creativity in retail. As an innovative store, the WOW Concept of course offers click-and-collect, an offer wildly popularized by the pandemic.

Retail Pro Prism provides an integrated view of data from all channels, which not only makes practices such as click-and collect possible but reduces friction in the in-store shopping experience as it enables store associates to help customers in search of a certain size or color more efficiently and with more certainty.

Crucial to such omnichannel offerings is stock visibility across channels. WOW Concept has relied on Cosin Consulting to get Retail Pro Prism integrated to SAP4H, SAP Ecommerce Cloud, and a warehouse management system - key tools needed for real-time inventory visibility

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