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Brief Published: 31 Jan 2018

Click & Collect Futures: Zara's Showroom Store


Spanish fast-fashion retailer Zara has opened a concept store in London that is part showroom and part fulfilment store for online purchases, returns and exchanges (see Brand Spaces 2018/19). Located in Westfield Stratford shopping mall, it offers a glimpse into the future vision of click and collect from the world’s largest fashion retailer.

The store is currently temporary while the on-site flagship around it is being refurbished, but aspects will be carried into the completed 4,500 sq m space when it opens in May. The current tech-driven concept, which covers just 200 sq m, features smart mirrors and mobile payment solutions.

  • Showrooming: Offering a curated edit of the latest collection, items are displayed in just one size. Consumers can order from sales associates via Bluetooth-enabled handheld devices – similar to those used in Apple stores – or via Zara’s proprietary checkout app InWallet by scanning the label. Same-day delivery is available when items are ordered before 2pm. See also Mobile Payment Innovations in NRF 2018.
  • Interactive Mirrors: Smart mirrors in the fitting rooms automatically detect RFID-equipped items and project content onto the surface, including matching products, different sizing options and additional colours. See Innovative Fitting Rooms for more. 
  • On-Site Warehouse & Fulfilment Robot: Technology will be equally high profile in the new flagship. It will feature an automated click-and-collect point, serviced by a dynamic robot (able to handle 2,400 packages simultaneously), fetching parcels within seconds from two small on-site warehouses. To get their items, shoppers scan the QR codes received when placing their order at optical barcode readers, or type in PIN codes. See also Refining Returns In-Store.
  • Smart Self-Checkout Terminal: In the flagship, self-service terminals will complement traditional tills. Visual-recognition-enabled stations will automatically identify the garments, meaning that shoppers will only need to confirm the items on-screen before paying by mobile phone or card.