Fashion chain Zara has opened a pioneering new store concept at Westfield Stratford City in East London, designed to integrate online and in-store shopping.
In addition to the usual sections for women’s, men’s and kids’ lines, the store features a dedicated area for the purchase and collection of online orders, with two automated collection points that can handle 2,400 orders simultaneously.
Customers scan the QR or PIN code in their e-mail receipt, then, behind the pick-up point, a robotic arm organises the packages and delivers them to customers in seconds.
Other features of the high-tech store include interactive mirrors equipped with RFID which can detect the garment a customer is holding and make outfit suggestions, enabling customers to see what a complete outfit will look like in the mirror.
This technology is similar to the smart mirror from Oak Labs and Mastercard which allows customers to see if their size is available in-store, view different colour options, and explore additional recommendations based on what they brought into the changing room.
On the shop floor, Zara staff with iPads will be able to advise customers and accept payments. Customers can pay using their mobile phone via the Zara app or its parent company’s app, InWallet.
As well as the regular cashier desks, there is also a self-checkout area with a system that automatically identifies garments being purchased. To complete the transaction, customers simply confirm their items on the screen before paying via card or mobile phone.
Announcing the launch of the new store, Pablo Isla, chairman and CEO of Zara’s parent company Inditex, said: “Our business model combines stores and digital seamlessly, and we are ready for the opportunities that this brings with current and new customers.”