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Brief Published: 7 Oct 2013

Sneakerboy: Physical/Online Hybrid


Newly launched Australian footwear retailer Sneakerboy is aiming to redefine trainer retailing with a new, tech-fuelled concept aimed at luxury-loving young male shoppers. Conceived as a space in which to idolise the streetwear staple, the new store offers a constantly updated selection of sneakers, including limited editions from designer labels, special collaborations and pre-releases.

Blending digital and physical experiences, it aims to appeal to young males by providing tools that offer more control over the shopping experience – often replicating online behaviour. Staff are present to advise, but customers checkout the items themselves, purchasing directly from the store’s iPads or via a Sneakerboy mobile app. The digital checkouts remember details such as size and purchase history to provide individuals with tailored content, including other recommended products.

The store stocks no items to purchase on-site, only samples for fitting; items are delivered to the customer within three days. Without the need for on-site stock storage, the space is primed for product displays (occupying a whopping 77 sq m of the 80 sq m space), returning a far higher level of sales productivity per square foot than traditional stores.

The first store, in Melbourne, will be followed by a Sydney location later this month.

For more on the benefits of digital/physical convergence in the retail space, see The Omni Channel Store Space in the upcoming Future of the Store industry trend. See also Tech-Fuelled Retail Spaces and Sports Futures: Concepts Breaking New Ground.