Très Bien, the Swedish menswear store, has launched Zoom consultations in its Malmö store, where customers can chat with a sales associate. What makes this concept special? There’s no shopping to be done—at all.
Thanks to the self-isolation regulations brought on by the novel coronavirus pandemic, life has migrated from 3D to Zoom. The video conference platform, whose stock rose 275% in early March, has replaced IRL birthday parties, meetings, happy hours, and casual chitchat, changing the tenor of contemporary communication along the way. In Malmö, Sweden, the brothers behind menswear storehave found something else you can do on Zoom: window-shop.
Simon continues: “We’ve kind of always been remote in the industry and we’ve always had customers spread out across the globe. I think it’s a way for anyone to visit our store that normally only people here [in Malmö] can visit.” The virtual store can be accessed from the Très Bien site and runs during normal store hours. When connected, you can speak directly to a sales associate inside the shop. “It’s getting quite popular,” says Simon, with Hannes adding, “During opening hours, there’s always someone in line.”
Hop on the Zoom line and you’ll find a sales associate at the store’s large desk with a rack of clothing behind him. “Most people want to talk about corona,” says Niklas, the salesman on call when I cue up for the Zoom, comparing the conversations he typically has on Zoom to what people window-shopping or perusing the store IRL might say.
What’s the benefit of having a digital one-on-one hangout that doesn’t immediately connect to a sales platform? “I think people think it’s nice that we have opened up and are transparent. We’re a small, independent company, so they can actually talk to someone who is one out of 20 people who work in the company and get a connection,” begins Hannes. As evidenced by
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