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ELO Touch Tablet

By Karen Moss

Fans of Coast, Oasis, Warehouse and Karen Millen can now buy clothes in-store using fashion retail’s first iPad-enabled point of sale (PoS) system, supplied by BT Expedite, BT’s specialist retail division. The new system offers an enhanced customer experience across channels by enabling sales associates to quickly and easily access the brands’ websites anywhere in-store.

Staff can check product availability across the UK and place online orders where the right stock is not immediately available. The iPad PoS also shortens queue times and makes the payment process mobile, simpler and more engaging. It is being piloted in eight Aurora Fashion stores for the Coast, Oasis, Warehouse and Karen Millen brands in London and Oxford.

Ish Patel, Group Strategic Development director at Aurora Fashions, said: “This really is the next step in defining the customer journey of the future and giving our customers an enhanced, more engaging experience enabled by mobile technology. The i-Pad PoS is part of Aurora’s commitment to be at the forefront of multichannel retailing and this initiative starts to merge digital commerce with physical retailing to create a seamless experience.”



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