Westfield Stratford has welcomed a new Zara click-and-collect store. Open until May, the temporary concept store has been launched while the brand's flagship at the shopping centre is being refurbished and extended. The flagship store will double in size to 4,500 sq m when it reopens in May, and will feature a radical new store concept with technology at its heart, designed to transform the customer shopping experience.
Exterior of the temporary click-and-collect store
Pablo Isla, the chairman and CEO of Zara owner Inditex, stressed the relevance of both concepts, saying that they mark 'another milestone in our strategy of integrating our stores with the online world, which defines our identity as a business.'
The pop-up will help customers with online orders, returns and exchanges. It offers a select choice of women's and men's clothing for online purchase directly in-store, along with the rest of the brand's extensive fashion range. Store staff are on hand with mobile devices to assist customers, and payments are made easier thanks to a card terminal system operated via bluetooth.
The store also boasts a product recommendation system based on information screens embedded into mirrors. Once customers scan an item using RFID technology, the system can bring up, in the right size, multiple choices for coordinating and combining the item they are trying on with other garments and accessories.
Design of the new flagship
The new flagship will feature an automated online order collection point serviced by two small warehouses, which will enable shoppers to pick up purchases made on www.zara.com whenever it suits them. This system is designed around an optical barcode reader, which scans the QR code or accepts the PIN codes received by customers when they place orders online. In just a few seconds, it delivers the order to a mailbox from which the customer can collect it. Behind the scenes, a dynamic robot moves through a small warehouse with the capacity to handle 2,400 packages simultaneously.
Store customers will be able to pay using their mobile phones, via either the Zara app or the Inditex Group app, InWallet, and there will also be a self checkout area to complement the regular cashier desks which will speed up the payment process. This system will automatically identify the garments being purchased so that customers only have to confirm their items on a screen before using their card or mobiles to pay for them. Then they can choose to print our their receipt or store them automatically in their mobile handsets.
In keeping with Inditex's eco-efficient store programme, the Zara flagship will also be equipped with smart systems for reducing emissions and saving energy.