Zara’s world’s largest store is opening soon. It’s said that customers don’t have to queue up and pay for

When we introduced the respective strategies of the Big Three in the new fiscal year, Zara mentioned that in the coming days, Zara will focus on opening large stores and closing stores to increase the brand's revenue efficiency. Right now, Zara has made a very representative practice of this strategy. The new store to be opened in Madrid, Spain, will be a multi-storey flagship store with more than 6,000 square meters, and the brand's largest operating area so far. Store.

However, compared to the “biggest” selling point, Zara’s goal of “no queue in the store” should be worth paying more attention to. According to fashion website Refinery 29, Zara will introduce the self-service payment and smart fitting room functions in this new store on a large scale, so as to ease the queues in the store as much as possible.

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The largest Zara in the world will be opened in Madrid, Spain. Image Source: Refinery 29

In fact, Zara started testing the feasibility of self-service payments in stores in a small area as early as the end of 2015. On the one hand, Zara has placed hardware devices similar to those of foreign supermarkets in some stores in Spain; on the other hand, Zara also gradually tried to allow customers to complete the payment by using their mobile phone apps to self-sweep the bar code.

It is worth mentioning that the bar code on the Zara product tag has been specially encrypted. In the test phase, these bar codes are mainly used by store staff to search for inventory using electronic systems that have been pre-installed.

The smart fitting room had previously been tested in a small area. However, Zara's smart dressing room does not refer to those advanced devices that can perform virtual dressing in the mirror. Instead, they can help customers choose the color and size of the product they want to try by placing a tablet computer in the fitting room. Staff sent it to the fitting room instead.

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The intelligent store system that once entered Zara Spain's partial store Picture Source: SO PARTICULAR

These are all Zara's attempts to strengthen the store shopping experience. In addition, according to Teen Vogue's report, Zara will also open a "secret area" in this latest store to sell products that do not show inventory in online stores.

This is Zara's response to the current competition of all brands that advocate an omni-channel strategy. In addition to making online and offline shopping more connected through apps, mobile payments, and other means, Zara has begun to work hard on the physical store's features, in the hope of establishing differentiation and acquiring a more favorable competitive position.

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In addition, this new store also has a "hidden element", which is different from the previous store location.

In the past, Zara's strategy of “opening large stores and closing stores” often placed shops in the most central areas of a city. However, the location of this store broke this rule: Paseo de la Castellana, where the store is located, It is not the core commercial block in Madrid but a financial zone with a more working atmosphere. According to an industry expert in an interview with the Spanish business media Expansión, the El Corte Inglés Shopping Centre, which provides venues for stores, is precisely the hope that Zara will attract more tourists and people working nearby.

The largest Zara in the world will be opened in Madrid, Spain. Image Source: Refinery 29

After this store, Zara will also open flagship stores in Paris, Japan, Qatar and India. Although there is still no news that Zara will try to introduce other new stores and existing stores in the world’s largest store in Madrid, Spain, but it is sure to differentiate the stores through various means. It is already the brand’s Key plan.

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