Zara opens first ‘digital store’ in London


Zara has unveiled a pioneering new digital store concept at Westfield Stratford city.


The new two-storey shop, at almost 50,000 sq ft, is the first Zara store globally to feature new digital technology that integrates the online and offline shopping experiences.

The store has a dedicated area for the purchase and collection of online orders on the first floor, in addition to the usual sections for women’s, men’s and kids’ lines.

This online area features two automated online order collection points, serviced by a concealed area that can handle 2,400 orders simultaneously.

Shoppers scan QR or PIN codes they receive when they place orders online. Behind the pick-up point, a robotic arm collects trays and organises the packages optimally according to their size, and delivers orders in seconds.

Interactive mirrors equipped with RFID will be able to detect the product a customer is holding, allowing them to see what it looks like on a model displayed in the mirror. Online orders are available in store on the same day if made before 2pm, or the next day if made in the afternoon.

Under refurbishment since January, the store was temporarily replaced with Zara’s first pop-up store for purchase and collection of online orders only; some of the features of which have been replicated in this flagship.

“In recent years we have invested in both the most advanced technology and optimised our stores for this aim,” says Pablo Isla, Inditex Chairman and CEO. “Our business model combines stores and digital seamlessly, and we are ready for the opportunities that this brings with current and new customers.”

In addition to the usual cashier desks, the store has a self-checkout area with a system that automatically identifies garments being purchased. Simply confirm your items on a screen at self-checkout before paying with your card or mobile phone.

The store also features interactive mirrors equipped with RFID (radio frequency identification) that can detect a garment you’re holding and make outfit suggestions in the mirror.

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