What: JD.com pushes interactions with customers to the next level by opening showrooms showcasing third parties products.

Why it is important:  IADS has already seen such spaces in department stores, especially at NK in Sweden where 150 sqm are dedicated to a fashion marketplace operator. However, there, purchasing process goes instore and not on the app.

JD.com, the Chinese e-commerce operator, has open a new omni-channel store format which comes as a showroom for its website. There, it is possible to try and discover a selection of fashion products from its marketplace operators.

4 locations have been launched: Xi’an, Shenzhen, Chengdu, Yinchuan, and range from 335 to 1,000 sqm in size, with 2,000 products from 350 brands.

The buying process is specific: when customers want to buy something, an app will lead them to actually complete their purchase online, a not in store. All products are delivered either same day or next day.

JD.com opens fashion showroom for its ecommerce site