Netshoes, the largest e-commerce platform for sports and lifestyle products in the country, is returning to physical presence and inaugurates its first outlet store this Tuesday, February 25th – after 18 years operating exclusively online. Located next to the Magazine Luiza store on Marginal Tietê in São Paulo, the space will have 2,000 square meters, with over 18,000 items on display and an average discount of 45% on prices.
"The physical store has always been in our plans. We want to be closer to our consumers, offering them the opportunity to see and feel the products up close before making a purchase," says Graciela Kumruian, CEO of Netshoes. It is an option for those who prefer this experience and, for us, it represents a chance to attract new customers. Additionally, we have to be where the customer wants and prefers to buy, whether on the website, app, or by going to a physical store.
The store offers a product customization area – customers can exchange shoelaces, add pins and other items to the purchased sneakers and t-shirts, for example – and "Instagrammable" spaces such as the goalpost in the football section, the podium in the running section, and a lounge with bleachers where it is possible to rest comfortably during the shopping period.
The official opening of the store will take place this Tuesday, February 25th, and will feature brand activations and advertising in all media.on-line e off-lineexclusive content on social media, in addition to influencer visits. The Netshoes outlet store has a unique style and was designed with the customer's usability in mind. Furthermore, the fact of having invested in flexible, adaptable, and loose furnishings allows the outlet's layout to be constantly reorganized and transformed according to the items being sold.
The strategy
Having a physical store has always been part of the company's plans, aiming to give consumers the opportunity to better explore the product assortment – which ranges from sports articles to sneakers and casual clothing online. The proposal aligns with Netshoes' new brand positioning, focused on consolidating the company's presence in the sports lifestyle market and expanding its portfolio to serve practitioners of various disciplines, as well as those who want to incorporate sports as a style element.
The opening of the Netshoes outlet is in line with Magalu's multichannel strategies, one of the group's main strategic differentiators, and consolidates the realization of the group's ecosystem development. "There is already a Magazine Luiza store and an operation in the area"openboxfrom Kabum, so we saw an opportunity to test the outlet model and provide our customer with a multi-brand, multi-category, and multi-modal shopping experience. Thus, showing the full range of Netshoes' assortment without needing to visit multiple stores," says Graciela Kumruian.
In addition to the outlet model, starting from the second semester, the brand will open a second physical store, this time in a concept store format, in the space that will house Magalu's megastore, where the Livraria Cultura store was located, at Conjunto Nacional on Avenida Paulista. The space will bring together all the brands of the group: Netshoes, KaBuM!Magazine Luiza, Época Cosméticos, and Estante Virtual.
