While several high street stores battle with the inevitable consequence of online shopping, has managed to incorporate the never-ending digital innovation into its physical stores via a series of tech-savvy launches this week.
Igniting the changes at its Stratford flagship, the high street stalwart has introduced self-checkouts, connected mirrors, and - most exciting of all - a robotic collection point.
Totalling 4,500 square metres, the newly-refurbished space incorporates four main sections: Womenswear, Menswear, Kidswear and Online, the last of which features two automated online order collection points.
Serviced by a concealed area - which we visited this week - it is able to handle and organise 2,400 orders simultaneously in order to allow shoppers to order, purchase and collect items not on the shop floor.
Using robotic arms to collect trays and organise packages, it is like a whole other world behind-the-scenes showcasing the very best technological advancement on the British high street right now.
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"The reopening of Zara’s flagship in Stratford is an important moment for Inditex," Pablo Isla, Inditex (Zara's parent company) Chairman and CEO, said of the launch.
"We are in a unique position as we enjoy a global sales platform that fully integrates stores and online. In recent years we have invested in both the most advanced technology and optimised our stores for this aim. Our business model combines stores and digital seamlessly, and we are ready for the opportunities that this brings with current and new customers."
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The robots are not the store's only new feature, however. It also boasts interactive mirrors that are able to detect a garment that the customer is holding and showcases it on a model with a completed outfit to show how it moves on the body.
There'd no longer be any need to visit the changing rooms if it weren't for the brilliant self-checkouts now located in there...