Aurora Fashions launches iPad enabled POS instore
Aurora Fashions, owner of high street fashion brands Oasis, Coast, Karen Millen and Warehouse, has taken its multi-channel strategy one step further by enabling customers to buy clothes instore using an iPad-enabled point of sale system.
Aurora said the the new system offers customers an enhanced experience across channels by enabling sales associates to access the brands’ web sites anywhere in the store, check product availability across the UK and place online orders where the right stock is not immediately available.
The system, which Aurora claims is a first for fashion retail, 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 iPad 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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