Miniso Land, a new store concept powered by AP.esse International Division
Recently, Miniso unveiled its largest store in Europe, located in the heart of Gran Via, Madrid. Spanning over 1,000 square meters across two floors, the store offers a wide variety of incredible products. In this project, AP.esse collaborated closely with Tech ID to support Dominion Group in launching Miniso’s flagship store, providing all the hardware solutions needed to make the shopping experience seamless and exceptional.
The customer
Miniso is a Chinese retailer specializing in lifestyle and home goods, offering affordable yet high-quality products. Operating in over 100 countries worldwide, Miniso’s product range includes homeware, beauty products, fashion accessories, electronics, toys, stationery, and snacks. Focused on trendy, minimalist, and functional designs, emphasizing a fast-fashion retail model, Miniso frequently updates its product lines to keep offerings fresh and appealing, ensuring an engaging shopping experience for its global customer base.
The Store concept
Miniso Land in Madrid offers more than 6,000 product references, with 70% dedicated to iconic licenses such as Harry Potter, Disney, Sanrio, Minions, Winnie the Pooh, Hello Kitty, Barbie, Snoopy and BT21. This megastore features a wide selection of collectibles, stuffed animals, stationery, accessories, and cosmetics. The store also includes unique spaces such as a blind box area with surprise boxes, claw machines, a photo spot overlooking Plaza de Callao and an exclusive Madrid-themed design featuring Penpen. As the first of its kind in Europe, Miniso Land is a concept store designed to enhance the customer experience, making shopping more engaging and memorable.
A key location
Gran Via holds a pivotal place in Madrid’s cultural and social landscape, serving as a landmark for both locals and tourists alike. Synonymous with energy, culture, and modernity, it is a must-visit destination for the millions of tourists who explore the city each year. This is exactly why Miniso choose this strategic avenue as the location for its flagship store in Europe.
The Challenge
Miniso’s target audience primarily consists of young consumers seeking stylish yet affordable products. Relying on emotional buying, the first challenge was to minimize waiting times at checkout, ensuring a seamless and enjoyable shopping experience. Second, the client required a highly dynamic and efficient service capable of handling a high volume of sales within short periods, in a store that can accommodate hundreds of people at the same time. Lastly, a robust hardware solution to cope with the workload, but also with an attractive design that could fit well into a modern fashion context and reflect the brand’s identity and values.
A tailor-made response
The project we developed for Miniso in collaboration with Tech ID envisioned a purchasing journey centered on delivering a seamless and engaging customer experience. Initially equipped with 12 checkout stations, the store is designed to expand to 32 in the future, utilizing both floors of the space. This setup emphasizes not only the final purchase process but also the complete in-store experience.
The checkout stations were outfitted with high-performance solutions featuring 11th-generation processors, including Posbank Apexa TL i3 and Apexa Core TL 15.6″. Each station is equipped with a 10″ customer display for enhanced engagement, Axon Micrelec A8 compact printers, and Axon Micrelec CS2600 barcode scanners capable of precise and reliable scanning, even from digital media. To handle peak times, the store incorporates four self-checkout kiosks powered by Posbank Mazic K 15.6″ solutions, complete with integrated printing systems, scanners, and payment terminal adapters. These solid, high-performance solutions not only deliver excellent operational efficiency but also seamlessly integrate, overcoming any potential software challenges.
Always ahead
The Miniso project was a highly exciting opportunity that allowed us to successfully test our solutions in high-traffic, high-volume environments. We sincerely thank Tech ID and Dominion Group for trusting our solutions and recognizing us as a partner capable of understanding their needs. Together, we navigated the selection of the most appropriate technological solutions, prioritizing both performance and aesthetics, and ensuring the highest level of satisfaction in the customer shopping experience.