Zara opens tech-driven flagship store in London
Written by Chris Lemmon
Fashion retailer Zara has unveiled its latest store concept at Westfield Stratford, using state-of-the-art technologies designed to transform the customer experience.
The 4,500 square metre store represents a milestone in the company’s strategy of integration its in-store and online platforms. The store will feature a dedicated area for the purchase and collection of online orders, which has two automated online order collection points that are able to handle 2,400 orders simultaneously.
The system’s optical barcode reader scans QR or PIN codes that customers receive when they place orders online. Behind the pick-up point, a robotic arm collects trays and organises the packages optimally according to their size, delivering orders for customers to collect in seconds.
Interactive mirrors equipped with RFID will be able to detect the garment a customer is holding, enabling customers to see what a complete outfit will look like in the mirror. Online orders are available in store on the same day if made before 2pm, or the next day if made in the afternoon.
Zara staff with iPads will be able to advise customers and accept payments. Customers can pay using their mobile phones via the Zara app or the Inditex Group app, InWallet. There is also a self-checkout area with a system that automatically identifies garments being purchased.
“The reopening of Zara’s flagship in Stratford is an important moment for Inditex,” commented Pablo Isla, chairman and chief executive of Zara’s parent group Inditex. “We are in a unique position as we enjoy a global sales platform that fully integrates stores and online. In recent years we have invested in both the most advanced technology and optimised our stores for this aim.”
The Stratford store has been under refurbishment since January, and was temporarily replaced with Zara’s first pop up store for purchase and collection of online orders only, some of the features of which are being replicated in the flagship.