Zara opens online-focused store at Westfield Stratford

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Zara has opened a pop-up store at the Westfield Stratford shopping centre focused on ordering and collecting online orders.

This type of digital-format store is a world first for Zara and is designed to transform the customer shopping experience. The store offers a selection of women’s and men’s fashion for online purchase and store staff will assist customers to place their orders on mobile devices, choosing between receiving orders on the same day or the next day. Payments are made via a Bluetooth-enabled terminal.

Customers will also be able to scan clothing items using RFID technology embedded into mirrors, which will activate a product recommendation system to suggest other garments and accessories for coordinating with the item.

Zara’s existing store at Westfield Stratford is currently undergoing expansion and refurbishment. The new store, extended to 48,000sq ft, will also include unique technology and features designed to bridge the online and offline worlds including an automated online order collection point, self-checkout areas, and the ability to pay via mobile phone.

The new store will be completely free of windows on the first floor and will display images projected onto the glass façade of the second floor when approached by shoppers.

Zara Westfield Stratford is planned for re-opening in May this year and the pop-up will run until the flagship renovation is complete.