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Boxpark to launch new digital concept

Pop-up mall Boxpark will launch a “multichannel mall” to allow its independent retailer tenants in east London to sell online and on mobile.

Boxpark Marketplace, which will launch in January 2014, will feature a fully integrated POS system across all sales platforms. There will also be a centralised customer service office at Boxpark.

Roger Wade, chief executive of Boxpark,told Drapers: “Boxpark Marketplace is a revolutionary concept. Multichannel solutions have been rolled out on the high street but until now small independent retailers have been unable to offer costly multichannel solutions.”

A mobile app, powered by mcommerce platform providers Poq Studio, will allow customers to go into stores within Boxpark and scan product to find out more, including sizing and colour information or add to a wishlist. The app is transactional, allowing customers to buy directly from the platform.

The app will also enable Boxpark’s forty plus retailers, which include Farah Vintage, Abuze, Nordic Poetry and The North Face, to target customers within or nearby the mall and encourage them to go in-store with specific discounts or incentives.

Wade says: “Boxpark Marketplace allows small independents to have a sophisticated multichannel solution with little or no set up costs. They just need an iPad or tablet and they are up and running.”

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