Zara has launched its ‘Store Mode’ across all its stores in the UK allowing customers browsing “online” to check-in to physical stores.
Inditex, the world’s largest fashion retailer and owner of Zara, first rolled out the technology as a pilot scheme in Spain in September last year, and has now expanded its functionality to its UK estate.
Store Mode will tailor the online experience for customers, only displaying products and sizes which are immediately available at their nearest store which will be available for pickup in just 30 minutes.
It also helps guide shoppers already in stores with a ‘Click & Find’ function, which uses geolocation to find products viewed on their smartphones instore.
Once they have found the item, they can use the app to reserve a fitting room and fast track the queue with the use of a QR code.
QR codes are also used at checkout as a digital receipt that is unique to every item and will be automatically stored in-app for each user.
The pilot was originally designed to help shoppers feel more comfortable instores at the height of the pandemic, allowing them to shop with more space and less interaction with physical objects.
Zara expanded its pilot to nine London locations, and has now rolled out the functionality to its entire UK estate.