Zara’s pioneer concept
Retail & leisureschedule 01 February 2018
Rafał Ostrowski
journalist
journalist
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THE WORLD The flagship Zara showroom will be created at the London Westfield Stradford shopping centre this May.
Until then, there will be a pop-up store serving as a point of service for online orders. The pop-up store will operate over an area of 200 sqm until May this year. The flagship store of this brand in London will undergo a complete modernization in this period. It will also be possible to exchange the item or return it at the point of order and collection of parcels. The service will be equipped with mobile devices to help customers place their orders. The orders entered in the system by 2 p.m. will be available for collection on the same day. After this time, the collection will take place on the second day. The payment will be supported by a modern system using the Bluetooth technology. The store will also operate a recommendation system which will involve displaying appropriate sets of clothes on the screens embedded in the mirrors. After scanning the code on the product, the system will select not only other pieces of clothing matching a given product but it will also display its sizes thanks to the RFID technology. “This is another milestone in our strategy of combining online and offline sales of our brands,” said Pablo Isla, president and CEO of Inditex, which owns the Zara brand, among others. Its temporary outlet will operate until Zara has launched the flagship shop which is currently being modernized. The new shop will double its area and it will occupy 4,500 sqm. It will be Zara's first shop in the world offering a separate zone with a collection intended for online orders and their service. The automatic point will be equipped with two small warehouses from which customers will receive the goods ordered. An optical reader will scan QR codes or accept the PIN entered by the customer and assigned to a specific order. The appropriate parcel will go to a ‘locker’ within a few seconds. In the store's warehouse the orders will be processed by a robot that can simultaneously handle 2,400 shipments. Payments will be made over the phone via the Zara application, the Inditex application or the InWallet system. Self-service checkouts will also be offered. The system will automatically recognize the purchased clothes and the customer will only confirm the purchase and pay for the goods. The system makes it possible to print receipts or keep their versions on mobile devices. Apart from the new look, the two-storey shop will also combine many innovative solutions. Its glass façade on the second floor will be equipped with a sensor system that will display current collections on the glass when the customer approaches the site. Furthermore, Zara's pioneer store will be equipped with systems that reduce power consumption. The pop-up store and the online order service point will operate until May 2018.
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