It's no secret that Brazilians like to dress fashionably. But well-dressed Brazilians also like to receive fair value for their purchases.
These two key points have not been lost on Valdac Group, a São Paulo-based fashion retailer that operates more than 100 stores throughout Brazil, including the Crawford and Siberian chains. Last year, Valdac decided to launch a new retail brand—Memove—with the goal of offering young fashionistas a trendy shopping venue featuring smart, yet bargain-priced apparel. To maximize efficiency, contain costs and provide a stylish shopping experience, Memove stores are designed according to a minimalist, tech-inspired model. "The store concept is simplicity," explains Mario Bisordi, Memove's chief merchandising officer. "The operation is very cheap and quick." The first Memove store is scheduled to open in September of this year.
All Memove stores opening this year will include RFID-based point-of-sale (POS) systems, enabling shoppers to quickly complete purchases without interacting with a shop assistant. "The customers can buy for themselves," Bisordi says. "This is a big novelty in fashion retail in Brazil." Conventional checkout stations will also be available for patrons uncomfortable using automated technology, or who have questions or require assistance.
Beginning next year, Memove plans to deploy additional RFID sales-floor services. "The relationship with the customers will increase a lot in 2012/2013," Bisordi hints. "But I can't tell you our plans now."
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