Digital shop-in-shop management
Within a digital ecosystem in which the multi-brand e-commerce figure is becoming increasingly relevant, the shop-in-shop represents a great opportunity for brands that want to differentiate themselves from their competitors. The sis, also called store-in-store (store-within-a-store), was born within the retail stores before appearing in the digital ones. The term defines a collaboration agreement in which a shop rents an area of its retail space to an outside company to create an independent shop. They are “shops in shops”, easily identifiable and different from the rest of the interior design, with the aim of highlighting a specific brand.
Adidas, with Orange’s technological support, wanted to revive this concept within the digital ecosystem, more specifically, in the multi-brand e-commerce field which tends to standardize the presence of brands. This e-sis aims to give back to the brand a custom digital corner, where the brand experience and user experience globally comply with the standards defined by the brand.
The role of Orange consists in inserting sections dedicated to Adidas within the host e-commerce, curate the content and keep them updated through the different campaigns, making sure that the brand experience and brand consistency are maintained in compliance with the company’s guidelines.
While being integrated into the digital stores, the e-sis reside on external systems that are independently operated by Orange. This allows total flexibility during the update and maintenance process. Therefore the relationship management with the digital stores becomes essential so that the e-sis won’t affect the digital stores’ navigation flows, but may become an added value for both the hosted brand and host ecommerce.