River Island is testing how technology can improve the physical fashion-shopping journey with a new store format at centre:mk in Milton Keynes. The 12,800 sq ft, two-floor store is the first example of a concept the retailer intends to take to more locations, combining a redesigned fashion environment with RFID-enabled self-checkout and tech inside the fitting rooms.
Shoppers can ask for a different size or another product from inside the cubicle rather than getting dressed, returning to the shop floor and searching again. At checkout, the retailer is using weight-sensing self-service tills alongside radio-frequency identification (RFID). River Island has also reworked how the store presents and navigates its range, including a larger denim area with more fits and washes and a new River-Runway feature designed to showcase seasonal looks and trends.
Mel Aucott, Retail Director at River Island, said:
“Debuting our new store concept to centre:mk represents an important step change in River Island’s bricks-and-mortar presence. The top 10 prime regional destination offers a wealth of quality fashion retailers, a highly engaged and loyal customer base and clear ambition to deliver quality experiences, all of which perfectly mirror River Island’s approach and new store concept. We are excited to reveal our enhanced store offering to our customers and look forward to expanding this vision further.”
Kevin Duffy, Centre Director at centre:mk, added:
“The debut of River Island’s new concept store at centre:mk brings something fresh to the destination’s existing quality line up of fashion retailers. Our wide catchment values quality concepts, and we’re delighted that centre:mk can be the first to bring this new concept to market. It really affirms the scheme’s position as a best-in-retail destination”
