Fashion and lifestyle e-tailer Myntra has launched the country’s first store featuring zero assistance from store staff and self-checkouts within 30 seconds.

In line with its fashion and technology DNA, Myntra on Thursday introduced elements of a Retail 2.0 customer experience with digital fashion kiosks that enable product discovery without support, and a self checkout in 30 seconds, with no time wasted in scanning individual products or removing security tags.

Online-offline experience

The 1,900 sq ft store, which has been christened ‘Roadster Go’— The Speed Shopping Store, is 100 per cent RFID-enabled (Radio-frequency identification) and offers customers a fusion of an online-offline shopping experience.

Shoppers can place RFID-tagged garments on the digital fashion kiosks and instantly see all product features including size, price, fabric, washes, color, etc on the RFID-enabled digital screen and also see how it looks on models (studio images) wearing them.

To self-checkout, shoppers have to place selected garments on an RFID-enabled tray that captures all garment details and displays the bill on the screen instantly. The bill can be paid using a debit/credit card. Once payment is processed, the RFID tags are disabled and the customer can walk out with his purchase.

“In a first in the country, customers will now be able to pick up their favourite garments without any assistance, get to know the online price of the garment before making a buy decision and do a self-checkout in 30 seconds. For the first time, we are offering this in-store experience to all shoppers and not just to Myntra App shoppers” said Manohar Kamath, Head, Myntra Fashion Brands.

Myntra plans to open its third ‘Roadster Go’ store in Pune, and end this fiscal with 15 stores with a total of 50 stores by 2020.

Launched in 2012, Roadster is Myntra’s fastest growing outdoor lifestyle brand, having created a record for achieving the fastest run rate of ₹500 crore in four years. The ₹600 crore brand is on target to achieve a revenue run rate of ₹750 crore this fiscal year.

“The first standalone Roadster store was all about consumer engagement, where we encouraged shoppers to send more time interacting with the brand. The second store, which is our first mall store is all about making the customer’s in-store experience easy, efficient and quick. ‘Roadster Go’ marks a new era in the Indian fashion retail industry. We will continue to use new age technology to address customer and franchise needs and preferences” said Ananth Narayanan, CEO, Myntra-Jabong.

Going offline

Narayanan said the company plans to have 100 stores by 2020 including Myntra Fashion Brands stores, Mango and Esprit stores. Myntra has won the master franchisee rights for Mango and Esprit in India and has already opened 10 Mango stores.

Myntra had opened its first offline standalone ‘Roadster’ store, spanning 4,000 sq ft, last March, with a Virtual Reality Zone, a video wall with a multi-touch interface for product discovery. It also had a Selfie Corner and a scan & go purchase option on the Myntra App, among other features.

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