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Mobile holds the key to saving stores: so what are three leading players doing right now?
Mobile holds the key to saving stores: so what are three leading players doing right now?

Let the tweaking commence! As High Street stores continue to suffer, not least from the torrential rain during half term this week, some are starting to make the all-important shift towards using technology in-store to bring the convenience and detail of the web to the touchy-feely world of the shop.

In the US, Urban Outfitters is leading the charge, revamping its iOS app (Android will be tweaked later) to offer a much more slick and fun experience on device, but also to allow for in-store must-have: self-check-out.

It has also added Apple Pay and AfterPay to make the checkout process more slick both on-device and in-store, as well as adding the all-important ‘buy now, try and home, then pay’ technology that is increasingly favoured by millennials and Gen Z shoppers.

Individually, these things are minor, but together make Urban Outfitters a front runner in delivering excellent customer experience online and in-store via mobile.

Zara is attempting the same, revamping its flagship store in London’s Westfield shopping centre to bring the ‘online in store’. The project started last year with a pop up while the shop-proper as being remodelled. Now the store is open and the strategy of linking online and store together has been up and running for a while now. The results are surprising: Zara has seen…