What:  GDR pays a visit to the newly opened Wow Concept store in Madrid.

Why it is important:  Experience and visual impact are supposed to be the magic key to attracting millennials… but spectacular stores also have to be profitable, which is another story.

GDR paid a visit to the new WOW Concept store which former El Corte Inglés CEO Dimas Gimeno just opened in Madrid in March over 5,500 sqm. Interestingly, they draw some conclusions that are not in line with the promises made in the press release of the company.

The reporter mentioned that the visual aspect of the store was astonishing, with a strong and impactful visual merchandising. For him, this is the proof that stores, if inspiring, are here to stay, but between the lines he also wonders if many of the visitors were really buying something or taking pictures.

The omnichannel approach is at the heart of this concept, by asking customers to buy on digital screens (there are no checkouts). This allows to present more brands online 250 than actually physically displayed (150). One may wonder however the efficiency of this setup knowing that it is difficult to sell something that is only presented online (as the article suggests that different products are presented online, not just simple color variations of products on display).

Finally, to keep the buzz, the store has also been designed to be always exciting through a permanent popup approach (just like Showfields), the possibility to also navigate in the metaverse, and the opening of a social space dedicated to local communities in order to foster conversations. Since the store is not fully functional yet, the reporter did not have the possibility to make himself an opinion.

A visit at Wow Concept store in Madrid