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First look: Zara’s new digital Westfield store

Zara has unveiled its new-look digital store concept at Westfield Stratford City.

The new two-storey shop, at almost 50,000 sq ft, is twice the size of the former Zara store in the east London shopping centre.

It 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.

Complementing the regular tills, there is a self-checkout area with a system that automatically identifies products being purchased. Zara staff with iPads will also be able to accept payments.

The store has a fully open entrance on the ground floor, with no glass. This allows shoppers a full view of the store’s interior and collections. Many of the display tables have been removed, creating a more spacious look and feel. White walls and a white reflective ceiling also add to the bright, airy feeling.

The shop also has a men’s, women’s and kid’s range made exclusively for the Stratford store. 

The Stratford store has been under refurbishment since January, and was temporarily replaced with Zara’s first online pop up store. The pop-up closed on 16 May.

Pablo Isla, chairman and CEO of Zara’s parent company Inditex, 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.”

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