Payless Opens First Brick-and-Mortar Concept Store In Miami

Words by Romana Hai

Payless Opens First Brick-and-Mortar Concept Store In Miami To Encourage Foot Traffic
Payless Opens First Brick-and-Mortar Concept Store In Miami To Encourage Foot Traffic

Payless has opened its first, redesigned brick-and-mortar retail concept store in North America today — two years after the company filed for Chapter 11 bankruptcy and shuttered its 2,000-plus stores.

Located in the heart of Miami, FL the new store features roughly 10,000 products, including footwear, apparel and accessories.

“The traditional brick-and-mortar storefront isn’t going anywhere, but recent times have demanded the need for a new 360-degree immersive retail experience,” said Jared Margolis, CEO of Payless.

“Our plan has always been to make a comeback for our U.S. consumers with brand new smart and strategic retail locations that are also in line with our Omnichannel strategy. We have maintained a strong retail presence having 700 stores throughout Latin/Central America, Caribbean, Southeast Asia, Middle East and India, and now with the opening of our Miami store, we’re excited to continue to embrace the diverse communities here within the States and provide the best in value and style to customers both in-store and online.”

To create an immersive, omnichannel retail experience, the retailer has looked to integrate the traditional shopping experience with high-tech touchpoints such as interactive touchscreen wall panels and augmented reality (AR) capabilities, which are available in both English and Spanish, throughout the store.

The brand has also looked to deliver immersive and personalized experiences, through features such as AR foot measurement chart and floor decal, which comprises of 16 individual 3D animated characters and 16 2D animal footprints, along with a subsequent multiple-choice quiz and photo feature with save function.

The new concept store’s exterior will spotlight a community mural by Amaranta Martinez, also known as Superama. 

“What I love about Miami is the different kinds of people you encounter every day,” said Superama. “The variety of backgrounds, ethnicities, cultures and languages makes this a very exciting place to be, which I reflected in Payless’ new store mural. It is an honor for me to be part of this beautiful project, and I’m overjoyed that Payless embraced my community and sought to create an inclusive and inviting shopping hub for the area.”

Following the Miami store opening, the retailer is moving forward with plans of opening a series of retail locations in the North American market over the next three to five years.

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