The Montague vs Capulet relationship between online and bricks and mortar retail may soon be no more.
Broadway Shopping Centre on the fringe of Sydney’s CBD is now home to the first ‘Collection Bar’, a collaboration between Mirvac, ParcelPoint and The Iconic.
Officially launching later this week, the new partnership enables customers to collect, try on and return online purchases at a dedicated collection point within the shopping centre.
The launch is indicative of bricks and mortar retail having to get innovative amid ever-increasing pressure from online sales.
Justine Hughes, General Manager at Mirvac Shopping Centres, said innovation and finding new ways to drive new customers into the centre is a key part of their strategy. “Our customers are extremely tech savvy and most currently shop online. The Collection Bar not only responds to their needs but also creates increased traffic to the centre to benefit our retailers,” Ms Hughes said.
Indeed the solution capitalises on the strengths of bricks and mortar retail, namely in terms of real-time returns.
Using ParcelPoint’s Click & Collect and Easy Returns solution, the new service gives customers the option of collecting online purchases from a collection point within the centre, and eliminates the frustrations of missed deliveries. The new service also includes changing rooms so shoppers can try items on and return on the spot if items are unsuitable.