The temporary concept store (Westfield Stratford), which will remain open until May this year, has been launched while the flagship store in the shopping centre is being refurbished. The store has been built with click-and-collect orders in mind and will help customers with their online purchases, returns and exchanges. The opening marks another milestone in ZARA strategy of integrating stores with the online world, which defines identity as a business. The temporary concept store will provide an insight into what customers can expect from the flagship store when it reopens in May. According to a statement released by Inditex, the company which owns Zara, the revamped shop will feature a radical new store concept with technology at its heart designed to transform the customer shopping experience. The pop-up store measures at 200 square metres and will give customers the opportunity to buy items online while in the store. With the help of shop assistants with handy mobile devices, customers can then choose whether to receive their orders on the same day or the next depending on what time they place the order. However, that’s not all. One of the most inventive aspects of the store is their product recommendation system. The mirrors in the store are embedded with information screens. Customers can scan items of clothing using radio frequency identification technology. An image of a model wearing the item that’s linked to the online Zara store will appear, in addition to recommendations of other products that coordinate well with the one they’ve chosen. When the flagship store is ready to reopen by the end of spring, it will measure at 4,500 square metres.  Furthermore, it will boast a new area of the store specifically for the collection of online orders.

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