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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…