How Missguided is bringing digital into its new store

Missguided is set to put digital centre stage in its new store at the Bluewater Shopping Centre, where it promises the “ultimate” customer experience.

The store, the brand’s second, aims to be an “extension of the brand’s online expression”. That means a prominent role both for social media and for digital screens within the store.

Missguided, a Top250 retailer in IRUK Top500 research, says the store will promote “Instagrammable moments”. Social media “will also play an integral part of the experience, blurring the lines between physical and digital whilst creating a two-way conversation with the target customer”. That reflects an online experience in which Missguided has more than 3.7m social media fans, who actively engage with the fashion retailer through channels including Facebook, Twitter, Snapchat, and Tumblr.

Two floor-to-ceiling digital screens at the entrance will contribute to an immersive brand experience, while a third screen above the cashier’s desk will feature the latest campaign creatives.

As online, hundreds of new lines will be added to the store each week. A shoe area will act as an instore boutique. The store, which is set to create 100 jobs in roles from management to sales, will be open between 10am and 9pm on weekdays, and from 9am to 9pm at the weekend when it opens next month.

IT infrastructure in the store is supported by supplier Intercity, supplying managed services including wired and wireless connectivity to support store systems.

David Pollitt, head of IT operations at Missguided, said: “Our vision is to bring the digital world into each of our shops using innovative technology, and our first physical store will only be the start. We aim to expand our bricks-and-mortar estate across the UK and we’re looking forward to working in partnership with Intercity in order to support the customers’ shopping experience whilst Missguided continues to develop its multichannel experience.”

Ian Cairns, sales director north at Intercity Technology said: “The retail industry was disrupted by pure-play ecommerce companies, and now Missguided has flipped that model on its head by showing how high-street shopping can be revolutionised through technology. It is going to change the way consumers shop.”

Details of the new store comes soon after Missguided reported revenues of £206m in the year to March 2017, 75% more than in the previous year. At the same time, international sales grew by more than 130% to account for more than 40% of the business. Missguided has eight international websites, serving markets including France, Spain, Poland, Germany, Australia and the US.