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10 Jan 2020
Fyra design new concept self-service store for online shopping lifestyles
BY
Stu Robarts
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Box was conceived to fill a gap in the supply chain between the online store and the home
photo: Riikka Kantinkoski
Fyra have designed a new concept self-service store in Helsinki, Finland, where online shopping customers can have items delivered, collect them, try clothes items on and return items that they don't want to keep. Created for Finnish postal and logistics company Posti and developed in partnership with consulting company Motley, Box is based on the growth of online retail and the recognition that there was a gap to fill in the supply chain.
Kaisa Ilola, head of customer experience and channels for Posti, explained: "The consumer behaviour of the Finnish people has changed significantly. Before, there was a piece missing between the online store and home. Box was created to fill in the missing piece."
Not only does the store provide a place that Posti customers can have online orders delivered to if, for example, they are not going to be at home for the delivery, it also offers a variety of supporting services and amenities that would not otherwise be available.
There are over 600 lockers to which parcels can be delivered and in which they can be securely stored, a station with tools for opening parcels, fitting rooms for trying on clothes orders, stations for repackaging and sending returns and a space in which retailers can run events.
Ilola said: "If a customer has placed an order for clothes online, they can try on the clothes straight away. If the clothes fit, that’s great. If they don’t fit, the customer can return them immediately without having to go home first. Other kinds of orders can also be opened at Box straight away. The customers can leave the packaging materials here to be recycled or used by other customers."
Ultimately, the store has been designed to fit in with people's lives, allowing them to pop in on the way to or from work, at lunchtime or while out shopping, with couches and hot drinks provided to offer a moment's rest and relaxation for customers.
Fyra's design is aimed at catching the eye from outside, delineating different areas of the store with colour and providing intuitive functionality with an attractive aesthetic.
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