Zara transforms the shopping experience at new London flagship

The new Zara store in Westfield Stratford, London, combines the online and high-street shopping experiences. — AFP pic
The new Zara store in Westfield Stratford, London, combines the online and high-street shopping experiences. — AFP pic

LONDON, May 18 — After several months of renovation work, the Zara store in London’s Westfield Stratford shopping mall has reopened, debuting a new concept combining online and offline shopping experiences. The store is the brand’s first to feature a dedicated area for the purchase and collection of online orders.

The Zara flagship in London’s Westfield Stratford, which reopened yesterday, could take more than one shopper by surprise. Indeed, the ready-to-wear brand has transformed the in-store experience by integrating online and offline shopping, notably with a zone entirely dedicated to click-and-collect orders. The concept could roll out to more of the brand’s stores.

The store features a dedicated area for the purchase and collection of online orders. After buying items on the Zara website, customers can collect them from two automated in-store pickup points. Here, a robotic arm collects and organized packages in a concealed zone, able to handle 2,400 orders simultaneously. Shoppers receive a QR code or a PIN when they place an order online, allowing the automated system to locate and retrieve their order.

The new London flagship, which totals 4,500 square meters, also has interactive mirrors and allows shoppers to pay using their smartphone via the Zara app or the Inditex Group app. Moreover, store staff will be equipped with iPads to advise customers and accept on-the-spot payments.

The Zara store in London’s Westfield Stratford also features the usual sections for women’s, men’s and kids’ lines. — AFP-Relaxnews

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