Since 2012, Zalando, a pure German player who has become a major player in e-commerce, has established physical stores in Germany. The only country to offer this concept, we now count no less than 14 stores across major cities in Germany.
Berlin alone has three stores, including two Zalando Outlet (Köpenicker Straße and Tauentzien Straße) and one Zalando Beauty (Weinmeisterstraße). The study trip for a master’s degree in Distribution and Customer Relations from Université Paris Dauphine-PSL was an opportunity for us to observe the physical publishing strategy of the Zalando e-commerce merchant. Between lifting the brakes on online shopping for Zalando Beauty and removing super-efficient inventory in the industrial world of Zalando Outlet (Köpenicker Str), the brand diversifies sales concepts to attract consumers.
Zalando Beauty Station
Even before entering the Zalando Beauty Station, there is a banner/panel promoting a hairstylist in the front while in the back there is a mirror with the baseline Zalando Beauty Station. An incentive to take a picture and then share it on social networks, well done Zalando!
Bay windows as facades highlight our desire to go back and discover this store that is not found anywhere else. Some of the products are visible from the outside, displayed on a piece of furniture facing passersby.
As soon as you enter this space of 160 square meters, the simple gray furniture and light rays on the ceiling intrigue us. What is Zalando’s strategy behind this physical beauty store?
Moving forward, we cross the men’s world: beard products on the left, perfume and face cream on the right. A wide range of products are offered but only two or three products are shown for each reference, further enhancing the clean and simple aspect of the concept. Hence, it is women who are honored with shelves sorted by category: perfumes, products for the body and finally for hair. This is where we discover the leading service at Zalando Beauty Station: a hair salon.
This is surrounded by five large oval-shaped mirrors. Gorgeous, light-colored basins and armchairs highlight the hairdresser’s professionalism. Present only on Tuesdays from 12 noon to 6 pm, Toni Sommerfeld offers men’s pieces from €37 / Women’s pieces from €49.
To reserve your favorite spot, nothing could be simpler: go to Treatwell and select the service you want to pamper yourself with. Clients are offered hair cutting, styling, shaving, eyelashes and/or eyebrow tinting and head massage. On one side of the lounge, there is also a touch screen displaying the Tretweel page for easy scheduling of appointments on the spot.
Continuing our journey, a large mirror and a large basin with two taps invite us to test a few products, in particular the different Skandinavisk vegan and cruelty-free hand soap.
Next, we discover the world of beauty through the multiple brands of cosmetics. Some are even entitled to have their own furniture, like MAC or Clarins.
In total, 53 brands were noted, from the most famous such as MAC and Estée Lauder to more specialized / less well-known such as Lumene and Korres.
During discussion with the consultant, we learned that makeup courses are available daily at Zalando Beauty Station. Classes can be booked at the Tretweel Therapy website. The courses cost between 10 (lip makeup) and 120 euros (bridal makeup) and are taught by store sales consultants. So we think the barbershop is used for these sessions, outside of the hairdressing service hours.
In the end, the Zalando Beauty Station is more like a display space than a pure selling point. The very bright space and the few products shown in the depth give us that impression. However, having a physical store removes the hurdles of buying online, especially for the cosmetics we love to touch, test, look and feel beforehand.
Zalando Outlet Köpenicker Street
Before long, in 2012, Zalando opened its first Outlet store in the heart of Berlin at 20 Köpenicker Strasse. An area of 1000 square meters on two floors dedicated to the sale of items and unsold items with minimal defects from Zalando factories. The first floor is dedicated to men’s fashion and the second is dedicated to women’s fashion. The store has 8000 pairs of shoes, women’s items up to 52, men’s up to XXXL, and children’s collections and accessories.
The raw and industrial warehouse remained the same. It does not offer advertisements or highlight, but rather presents its fashion show through very simple banners and promotion that can be specifically understood by the consumer. In fact, in every sale show, the shoes category is categorized by size, category and then by color while clothing category prefers category then size and color. The merchandise is so clearly displayed in the store that you gain efficiency and simplicity in your buying process.
The stock removal strategy adopted by Zalando at Outlet rue Köpenicker is clear then. Unlike Zalando Beauty Station, the goal in this store is to sell unsold items or items with minimal defects in a very efficient manner. Thus, the pure player doesn’t care so much about scaling, or on furniture or even on customer services to keep only the essentials: simplifying the customer’s journey by allowing them to go straight to shoe size or to a fashion product category. looking for. It is not surprising that the client asks very few sales consultants because the trade guides them perfectly in the buying process, volumes and available inventory.
As its name suggests, at this Zalando outlet, all products are discounted from the initial sale price. Deal chase is underway! The brand pushes its concept even further by offering a last chance space where discounts can be up to 70% (cumulative to the outlet selling price and additional discount applied).
Zalando Beauty: Weinmeisterstrasse 2, 10178 Berlin, Germany
Zalando outlet: Köpenicker Str. 20, 10997 Berlin, Germany
Opening date: 2012 Zalando Outlet in Köpenicker Str, 2018 Zalando Beauty Station
Number of points of sale in the country : 1 Zalando Beauty in Berlin, 13 Zalando Outlet including 2 in Berlin (Köpenicker & Tauentzien), 1 in Leipzig, 1 in Düsseldorf, 1 in Frankfurt, 1 in Hamburg, 1 in Mannheim, 1 in Münster, 1 in Stuttgart, 1 in Ulm, 1 in Hanover, 1 in Cologne, 1 in Constance
Presence in other countries : None for Zalando Beauty and Zalando Outlet