Zara will introduce displays for augmented reality in its stores
A strategy to attract millennials
Pills
March 14th, 2018
March 14th, 2018
Profits go down and you have to run for cover.
The only possible solution at the moment? To attract a millennial audience by increasing online shopping, investing in virtual rather than physical stores.
It is also the strategy chosen by Zara.
The first innovation is to have decided to automate the pickup process of purchased online products: to who will shop online will be assigned a code to be presented at the point of sale that will start a robot in stock able to trace the product and deliver it quickly.The other one? The introduction in 120 stores worldwide, since April 18, of augmented reality displays.
The first experiment is a temporary store, open until May 2018 in London, set up inside the Westfield Stratford shopping center. Here, clothes can be bought but not tried on.
It is the first step towards the Zara of the future, a place where exposed clothes can only be admired, the dressing rooms will be replaced by smart mirrors and interactive screens that, thanks to RFID technology, will show customers product details, price, size and recommended pairings based on stock availability, just like an online store.
