A Netshoes, largest e-commerce of sports and lifestyle products in the country, returns to have a physical presence and opens its first outlet store, this Tuesday, 25 February – after 18 years operating exclusively online. Located next to the Magazine Luiza unit on Marginal Tietê, in São Paulo, the space will have 2,000 square meters, with over 18,000 pieces on display and an average discount of 45% on prices
"The physical store has always been part of our plans". We want to be closer to our consumers, offer them the opportunity to see and feel the products up close before deciding to buy, affirms Graciela Kumruian, CEO of Netshoes. "It is an option for those who prefer this experience and", for us, represents an opportunity to attract new customers. Furthermore, we have to be where the customer wants and prefers to buy, be on the site, app or going to a physical store.”
The store offers a product customization area – customers can exchange shoelaces, include pins and other items in the purchased sneakers and t-shirts, for example – and the "Instagrammable" spaces like the goalpost in the football section, the podium at the race is a lounge with bleachers where it is possible to rest comfortably during the shopping period.
The official opening of the store takes place this Tuesday, 25 February, and will feature brand activations, disclosures in all mediaonline and offline, exclusive content on social media, in addition to the visit of influencers. The Netshoes outlet store has a unique style and was designed for customer usability. Furthermore, the fact of having invested in flexible furniture, adaptable and loose, allows the outlet's appearance to be constantly reorganized and transformed according to the items put up for sale.
The strategy
Having a physical store has always been part of the company's plans, with the intention of giving consumers the opportunity to better understand the range of products – that range from sports articles, even sneakers and casual clothes in e-commerce. The proposal aligns with the new brand positioning of Netshoes, focused on consolidating the company in the sports lifestyle market and expanding its portfolio to serve practitioners of various modalities, besides those who want to add sports as a style item.
The opening of the Netshoes outlet is in line with Magalu's multichannel strategies, one of the main strategic differentiators of the group,and consolidates the materialization of the construction of the group's ecosystem. There is already a Magazine Luiza store and an operation in the areaopenboxfrom Kabum, therefore we saw an opportunity to test the outlet model and provide our customer with a multi-brand shopping experience, multicategories and multimodalities. Showing, thus, the entire range of products from Netshoes, without needing to enter various stores, affirms Graciela Kumruian
Besides the outlet model, from the second semester, the brand will open a second physical location, this time in a concept store format, in the space that will house Magalu's megastore, where was the Livraria Cultura store, no National Set, on Paulista Avenue. The space will bring together all the brands of the group: Netshoes, KaBuM!, Magazine Luiza, Época Cosmetics and Virtual Shelf
