The brand of underwear Undiz, belonging to the Etam group, explores the concept of the store “phygital, both physical and digital. The idea: to provide a purchase path “without seams” to a clientele that is young and accustomed to the codes of e-commerce. This also implies innovations in logistics.

The panties sealed in plastic capsules, which are received by the customer through a system of tubes with compressed air… This concept is incongruous with the perfume rétrofuturiste has become the trademark of Undiz, one of the group’s brands of lingerie Etam, which target the age group of 15-29 years. A case of original figure in a world where inventory management became an issue.

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In 2015, the brand has launched its store in Toulouse, his first “Undiz Machine”. The idea is to connect the reserve of the shop to the retail space through a network of plastic tubes transparent. The customer interested in a product the command on a terminal with digital. In store, employees pick the right reference, insert it in a capsule and send it into the tube with compressed air. Less than two minutes later, the capsule arrives in the shop, it has been accepted by the customer.

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the Entire range on a surface of reduced marketing

The idea has garnered a nice buzz to the brand. And in the shops (the concept Undiz Machine has since been extended to several other shops in France), the ballet of the capsules ensures the animation. The clients do express buying by this means, even when the product they want is in the rack!

But the interest of this concept is also in the logistics. By remodeling its stores, the retailer can offer its entire range on a surface of reduced marketing – the products are in stock at the place to be in radius, but still very quickly available. In Toulouse, a store of 50 m2 is sufficient to present a range that would, in normal times, the triple surface.

To run the “machine” with efficiency, Undiz has equipped all of its products from labels to radio-frequency RFID, which allow to locate and to have the status of inventory in real-time. No question of a promise to a customer that the reservation is going to send him the model you want , while it is not immediately available.

of product returns from the mailbox

The concept of “Undiz Machine” is for the brand a first step towards a strategy of “phygital,” which erases the boundaries between the physical store and digital commerce, and seeks to combine the advantages of both worlds. Both for the customer and a logistical point of view. Thus, the order of a capsule can be done not only from the terminals installed in the store, but also from a smartphone.

The brand also tests the delivery of near ultra-fast, in three hours, since a store – which thus becomes a kind of warehouse urban. She has experienced the end of 2016, in Paris, a system of click-and-collect , with baggage lockers in the store. And in Strasbourg, it has proposed with So Colissimo the possibility to return a product, even store-bought simply by dropping it in his mailbox. The object is then collected by the factor, and returned to the mark, all without charge to the consumer.

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Undiz has become the first chain has a physical embrace this concept hitherto reserved for the pure web players. For the customer, this is the ability to try to purchase home, as they would for a purchase of 100% of e-commerce. For the chain, it is also a way to reduce the number of fitting rooms, and to further optimise the retail space.