Hamburg News: Trade and Finance. High-class shopping area in the city centre shown.
Passagenviertel / Alte Post © / Sven Schwarze

Bonprix pilot store to open in Hamburg - shopping per app

Otto subsidiary pinning hopes on digitally optimized purchasing concept from 2019

Bonprix, a subisidiary of Otto, announced the opening of a pilot store in downtown Hamburg in early 2019, a press release said Monday (October 29, 2018). The company is aiming to combine stationary retail with online shopping under the theme “fashion connect” there. To this end, the international fashion retailer, which targets women aged 30 and over, is relying on a digitally supported shopping process during which the customer will be guided through the shop per app. The pilot store will also serve as an experimental shopping lab for testing other technologies.

Intuitive technologies

Rien Jansen, Manager of Purchasing, Marketing and Retail at Bonprix Handelsgesellschaft, said: “We guide our customers through all stages of their store visit completely app-assisted. The aim is to create a unique shopping experience that is inspiring and particularly comfortable for them.”

Bonprix among online shops with highest turnover in Germany

The Hamburg-based Otto Group company was founded in 1986 and now operates in 30 countries and employs more than 3,000 people worldwide. Bonprix Handelsgesellschaft mbH generated sales of EUR 1.56 billion 2017/2018 making it one of the ten online shops with the highest sales in Germany. E-commerce accounts for more than 80 per cent of the company’s turnover.

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