Intersport, Tmall redefine New Retail

Intersport Co Ltd, one of the world's biggest sporting goods retailers, and Tmall, Alibaba Group's online marketplace for established brands and retailers, forged a partnership in May to integrate e-commerce and physical sportswear stores in China through digital technologies.Their partnership will apply the idea of Snow White's magic mirror to real-life shopping scenarios.

A sensor-rich intelligent wall at the store functions as a private fashion consultant - it can detect the clothes and other products customers pick, offer product information and buyer reviews. And an interactive window display can detect gender and age of customers, and intuitively recommend appropriate products.

While the magic mirror stands out at the physical store, smart shelves and virtual shopping bags will help online consumers. All these innovations are helping the Intersport-Tmall "megastore" to create a fun and interactive shopping experience for its customers.