Intro
Swedish fashion retailer Gina Tricot has more than 150 stores across Europe and has been working for a number of years to deliver new and exciting shopping experiences to their customers. By replacing legacy store technology with the cloud-native POS and unified commerce platform from Sitoo, Gina Tricot has built a flexible foundation for innovation - from mobile store operations to self-checkout.
Today, store associates spend more time helping customers, shoppers enjoy faster checkout options, and Gina Tricot continues to evolve its in-store experience with technology that keeps pace with changing customer expectations.
Key Results
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Modernized store technology with a cloud-native POS and unified commerce platform.
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Mobile POS for store operations that improve customer service
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In the stores that have added Self Checkout, approximately 30–40% of transactions now go through the self-checkout stations.
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Faster checkout and shorter queues during peak hours
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More time for store associates to focus on customers instead of the register
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Improved flexibility to support online orders, returns and in-store operations
The Background
For years, Gina Tricot knew its legacy store technology was limiting the experiences it wanted to deliver.
"For the past six to seven years, there's been talk of implementing a new POS system, and we were searching for a better solution with reduced costs," says Michael Jarestad, Chief Digital Officer at Gina Tricot.
"Technology has never been given a priority, but with the digitalization currently happening in the industry and opportunities in new sales channels and marketplaces, we're undergoing a significant tech shift right now to build our abilities to support all channels."
As customer expectations continue to evolve, Gina Tricot wanted a technology platform that would not only support today's retail operations but also enable future innovations that make shopping easier for both customers and store associates.
The Challenge
Modern retail demands more than a traditional point of sale. Customers expect retailers to recognize them across channels, offer personalized experiences and make shopping fast and convenient - whether they choose assisted service or self-service.
"It’s important for us to be able to meet the customer and their demands in the right place at the right time with the right offer," says Michael Jarestad.
"It's really important to have unified data that can, for instance, trigger personalized campaigns."
At the same time, busy stores needed a better way to handle high customer traffic without taking associates away from the sales floor. Long queues could create friction during peak hours, while growing omnichannel operations added new responsibilities such as handling online orders and returns.
The Solution
When evaluating new technology, Gina Tricot chose Sitoo for its modern architecture, open integrations and mobile-first approach.
"One part of choosing Sitoo was how modern the platform technology and the IT architecture that sits behind it are. There is a high level of tech maturity, and the way Sitoo integrates with other systems is exactly what we were looking for," says Michael Jarestad.
"Secondly, functionality-wise - alongside its omni capabilities - it's a truly mobile solution that will be integral for helping us develop the store experience. Our staff is now mobile in the stores, which transforms the floor selling.”
Built on this modern foundation, Gina Tricot also introduced self-checkout to give customers more choice while helping stores manage busy periods more efficiently. Customers can choose between traditional checkout and self-service, reducing queues while allowing associates to spend more time where they add the most value - on the sales floor.
The Outcome
Sitoo has helped Gina Tricot transform both the customer experience and day-to-day store operations.
In the stores that have added Self Checkout, approximately 30–40% of transactions now go through the self-checkout stations, giving customers a faster alternative during busy periods while freeing up associates to deliver better in-store service.
The additional flexibility has also helped stores handle operational tasks such as online orders and returns without compromising customer service. Customer feedback suggests self-checkout has even helped prevent abandoned purchases when queues are long.
"Sitoo has been a real game changer for us in terms of customer experience," says Michael Jarestad.
"We're able to serve customers and meet their needs regardless of the channel - and Sitoo enables us to achieve this."
Linn Pettersson, Store Manager at Gina Tricot says;
“Above all, what we see as the biggest advantage of the self checkout is that it gives us more time to help customers out on the store floor. We can assist them with finding sizes, picking up items that might not yet have been brought out from the stockroom. It makes it much easier to be available for the customer. Especially since customer service is where we really want to excel in the store.