Zara is set to launch an AR experience that will enable in-store customers to hold their phones up and see models come to life on their screens. Launching on April 18, the feature will be available on Zara’s shopping app and be triggered when shoppers are located at one of its 120 flagships globally.
Pictures released by the retailer show that in-store AR prompts will be featured on window and mannequin displays, encouraging shoppers to hold their phones up with phrases such as “Shop the Look”. The functionality will also allow customers at home to hover their phones over Zara delivery packages to reveal visuals.
The initiative is part of a large drive to place Zara at the heart of the digital revolution in retail. In January, the retailer’s owner, Inditex, revealed its future-facing plan to tackle consumers’ ever-changing demands under a “four pillars of retail” strategy, one of which is focused on technology and enabling consumers to move seamlessly across platforms.
This preceded the launch of Zara’s tech-enabled pop-up in London, as well as the announcement that the retailer will start using automated kiosks in-store and robots behind the scenes in order to accelerate the click & collect process.