Zara is opening its first ever click-and-collect store in Westfield Stratford while it refurbishes its flagship store at the centre.
The 2,150 sq ft store will offer a small range of womenswear and menswear to purchase online while the remaining ranges will be able to be viewed on its website.
Orders placed before 2pm will be available to collect on the same day.
The store features mirrors with RFID technology, which allow customers to view coordinating and complementary items to accompany their purchase.
Next week, Zara will begin to refurbish its existing Westfield Stratford flagship, which is doubling in size to 48,000 sq ft.
The retailer said that, when it reopened in May, it would “feature a radical new store concept with technology at its heart… designed to transform the customer shopping experience”.
In addition to the womenswear, menswear and kidswear sections, the new flagship will have a dedicated click-and-collect area within it.
The click-and-collect section will be automated and serviced by two small warehouses. The automated system is designed around a barcode reader which is able to read the QR or PIN codes received by customers who place orders online.
In just a few seconds, the system delivers the customer’s order to a secure mailbox, from which the customer can collect it. Behind the scenes, a robot moves through the warehouses, delivering packages to mailboxes.
Alongside the store’s cashier desks, customers will be able to use a self-checkout area. This system will automatically identify the garments being purchased so that customers only have to confirm their items on a screen before paying for them.
Inditex chairman and chief executive Pablo Isla said that the store was “another milestone in our strategy of integrating our stores with the online world, which defines our identity as a business”.