Zara is rolling out the displays with the goal of drawing Millennials into its stores, but the program could resonate with Generation Z as well. Members of this up-and-coming generation are seeking a “physical and digital playground in which they can try, experiment with and enjoy the product,” said Brandon Rael, Founder of BR Advisory, in a discussion with the RetailWire Brain Trust.
The use of AR comes on the heels of other technology innovations at Zara, a division of Inditex. The retailer is deploying robots behind the scenes at 85 stores to ensure rapid delivery of selected merchandise. Customers will scan or enter a code at in-store collection points, while the robot searches for the correct package and delivers it to a drop box.
In January 2018, the retailer opened a pop-up store in London focused on ordering and collecting online purchases. The location, which Zara plans to keep open until May, includes a product recommendation system based on information screens embedded in mirrors.