Zara opens new concept store at Westfield Stratford City
Zara has opened a new flagship store concept at London’s Westfield Stratford City shopping centre.
The 4,500 square metre shop is the fashion retailer’s first store to feature a dedicated area for the purchase and collection of online orders, in addition to the usual sections for women, men and children.
The online order and collection area includes two automated online order collection points, serviced by a concealed area that is 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 then a robotic arm behind the pick-up collects trays and organises the packages optimally according to their size.
Online orders are available in store on the same day if made before 2pm, or the next day if made in the afternoon.
Other features include interactive mirrors with RFID that can detect the garment a customer is holding, thereby enabling customers to see what a complete outfit will look like in the mirror.
In addition to the standard cashier desks, the store has a self-checkout area with a system that automatically identifies garments being purchased. Customers can then simply confirm their items on a screen at self-checkout before paying with their cards or mobile phones. There are also Zara staff members on hand with iPads who are able to advise customers and accept payments. This includes giving customers the option to pay using their mobile phones via the Zara app or the Inditex Group app, InWallet.
Pablo Isla, Inditex chairman and chief executive, said: “The reopening of Zara’s flagship in Stratford is an important moment for 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. Our business model combines stores and digital seamlessly, and we are ready for the opportunities that this brings with current and new customers.”
The refurbishment of Zara’s Stratford flagship follows the brand’s introduction of an augmented reality experience at 120 flagship stores worldwide for a fortnight earlier this year, including at London’s Oxford Street.
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