Zara is launching its first global store designed for ordering and collecting online purchases, in Westfield Stratford City in London on 26 January.
The temporary store will span 2,150 sq ft and will offer a small edit of women’s and men’s clothing for online purchase directly in store, as well as access to the retailer’s full catalogue online.
The shop will be open until May while the main Zara store in the shopping centre closes for refurbishment.
Store staff will be on hand with mobile devices to assist customers, who can receive their orders the same day if placed before 2pm, or the next day if placed in the afternoon.
The shop also has a product recommendation system based on information screens embedded into mirrors. When customers scan an item using radio frequency identification (RFID) technology, the system can bring up, in the right size, multiple co-ordinating items.
The flagship Zara store is doubling in size to 48,000 sq ft and will feature a new store concept.
It will be the first Zara store in the world to offer four sections – women’s, men’s, kids’ and click-and-collect.
The two-storey shop will not have windows on the ground floor, while the glass on the top floor will have sensors that will project images from the current collections when shoppers approach it.
The click-and-collect station has an optical barcode reader that scans a QR code or accepts a PIN received by customers when they place orders online. It then delivers the order to a mailbox from which the customer can collect it. Behind the scenes, a robot moves through a small warehouse with the capacity to handle 2,400 packages simultaneously.
Customers will be able to pay using their mobile phones via either the Zara app or the Inditex Group app, and there will also be a self-checkout area to complement the regular tills.
Chairman and CEO of Inditex Pablo Isla stressed the relevance of both concepts: “They mark another milestone in our strategy of integrating our stores with the online world, which defines our identity as a business”.