Watch: First store with no products on display opens in Dubai

Imagine walking into a seemingly empty store, browsing through and selecting items on a tablet, and then finding them in the trial room for you to try on. That is exactly the kind of shopping experience you will find with the opening of the region's first 'phygital' store in Dubai.

Opened by 6thstreet.com at the Dubai Hills Mall, the store brings together the best of the physical and virtual shopping experience, with over 10,000 items and a response time of just 3 minutes.

“We have taken a physical space and added a digital element to it,” said Dharmin Ved, CEO of 6thstreet. “We were thinking of creating of a ‘wow’ experience for our customers when we realised that there are certain elements, like the touch and feel and the instant gratification of shopping, that are only available offline. So we wanted to combine the two and create a one-of-its-kind shopping experience.”

The KT experience

Eager to try out the store experience, KT’s Abdul Karim shopped for a product using the touchscreen. Even though the response time is 3 minutes, Karim got his product within seconds of placing the order.

The store

With absolutely no products on display, the physical store of 6thstreet at Dubai Hills Mall looks very intriguing. Dotted with at least 20 touchscreens in the brand’s trademark orange colour, a shopper can settle into the long couches in the shop to browse through thousands of items including fashion, footwear, handbags, accessories, and perfumes.

Once they add items to the cart, the user can try their clothes on in the automated fitting room within just three minutes.

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