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Zara’s
Communication Technology Identify technology 1 Self-Service Checkout 1 Kiosk To provide the enjoyable experience and reduce the long checkout queues.
Click-and-Collect 3 2 2 3 RFID Technology & Mobile Payment To enhance the online-to-offline Zara applies RFID technology by customer’s experience and bring the embedded in the fitting room and online customer to physical store. attached with the products to track in logistics system. Zara also launched the mobile payment called InWallet .
Multi-channel Online 4 4 Augmented Reality 5 5 Communication Using as a marketing tools that Zara adopts various type of online customers can see the AR content on communication channel in order to their mobile phones and purchase the connect all of their customers from products in-app every platforms.
2 Self-service checkout kiosk (Nikki G, 2018) Zara has tested out the self- service checkout kiosk which helps to reduce the long waiting queues.
Customers can perform a quicker
purchase by themselves at easy step : 1. Stand in front of the kiosk 2. The machine will pick up what you’re holding wirelessly (using the RFID technology) 3. The products were added to virtual basket 4. Make a payment
3 Click and Collect Mobile Payment Zara launches the click & (Nikki G, 2018) collect that built solely and the customers can return and exchange orders as well.
Zara enables mobile
payments via its own application called ‘InWallet’ that keeps record of all history payments and receipts
4 RFID Technology Zara adopts the RFID technology within its store and embedded into the fitting room (Sophie M, 2018) mirrors. So, when a customer scans item using RFID technology, the system can recommend the coordinating items as well.
The RFID also embedded into the clothing
tag in order to serve the logistics and security control system.
Benefits of RFID technology
- Precise and agile garment intake - More efficient inventory management - Speedy and accurate stock replenishment - Higher customer service standards - Enhance store security control
5 AR Technology (Sonja K, 2018)
Zara launches the augmented reality
application that allows their customers to point their phone at designated spots to see AR content on their mobile devices.
After experiencing the AR content,
customers can buy the products immediately via mobile application or in the physical stores.
6 Online Communication (Staff W, 2017) Zara adopts a multichannel approach to engage and communicate with its customers including website and online social media platforms like Instagram, Facebook, Twitter, Pinterest and YouTube.
Zara’s social media strategy is highly
dependent on visual elements and content consistency. All of media on every platform have synchronized layout which is vital to brand recognition.
7 Overall discussion
In-Store Technology O2O Concept Communication
- Self-checkout kiosk - Click and Collect Channels
- RFID technology - InWallet Application - Official website
- Interactive fitting - Social media room platforms
