Zara brings the online world into new Westfield Stratford store

By

Barbara Santamaria

Published
May 17, 2018

Inditex has reopened Zara’s store at Westfield Stratford following a major refurbishment to add more omnichannel details to the in-store experience.

The store, which totals 4,500 square metres, comes with a series of pioneering features such as a dedicated section for online orders and self-checkout points. The popular Inditex-owned fashion brand said the opening marks a significant milestone in its strategy of integrating its store and online platforms.

With the goal of integrating online and in-store shopping, the two-storey space is the first Zara store in the world to come with four areas:  in addition to the usual sections for women’s, men’s and kids’ lines, there is a dedicated area for the purchase and collection of online orders.

A robotic arm that has the ability to handle 2,400 orders simultaneously serves two automated online order collection points, delivering orders for customers in seconds. The system works with a QR and PIN code reader, which helps customers find their orders more easily.

Technology also features throughout the store with interactive mirrors that are equipped with RFID readers. This technology enables them to detect the garment a customer is holding and display suggestions for a complete look.

Further, staff are equipped with iPads to receive payments. Customers can pay using their mobile phones via the Zara app or the Inditex Group app, and in addition to the regular cashier desks, there is a self-checkout area. Unlike other self-checkouts in the UK, the system has been designed to automatically identify the garments being purchased, requiring just confirmation from the customer.

And in keeping with Inditex’s eco-efficient store programme, the store has been fitted with smart systems that reduce emissions and save energy.

Inditex spent five months on the refurbishment. During that time, it replaced the store with Zara’s first pop up store for purchase and collection of online orders only.

The company is also opening a brand new flagship store in Bilbao, Spain on Friday. The new 5,000 square metre boutique follows Inditex’s green building standards, and delivers power and water savings of 20% and 40% compared to a conventional store.