AURORA FASHIONS, KAREN MILLEN AND BT EXPEDITE I-PAD FASHION FIRST

Monday 12 September, 2011

AURORA FASHIONS, KAREN MILLEN AND BT EXPEDITE I-PAD FASHION FIRST

Fans of Coast, Oasis, Warehouse and Karen Millen can now buy clothes in-store using fashion retail’s first iPad-enabled point of sale (PoS) system, supplied by BT Expedite, BT’s specialist retail division.

The new system offers an enhanced customer experience across channels by enabling sales associates to quickly and easily access the brands’ web sites anywhere in the store, check product availability across the UK and place online orders where the right stock is not immediately available. The iPad PoS also shortens queue times and makes the payment process mobile, simpler and more engaging. It is being piloted in eight Aurora Fashion stores for the Coast, Oasis, Warehouse and Karen Millen brands in London and Oxford.

Store managers can improve sales of clothing and accessories by using the iPads for assisted selling, accessing in-depth and up-to-date stock information, while  freeing up associates to help customers with styling advice and suggestions on additional products away from the traditional cash desk environment.

Ish Patel, Group Strategic Development director at Aurora Fashions, said: “This really is the next step in defining the customer journey of the future and giving our customers an enhanced, more engaging experience enabled by mobile technology. The i-Pad PoS is part of Aurora’s commitment to be at the forefront of multichannel retailing and this initiative starts to merge digital commerce with physical retailing to create a seamless experience.”

Brian Hume, managing director, Martec International, said: “Research* conducted with BT showed that consumers want the same brand experience across all channels. To my knowledge, this collaboration between Aurora Fashions and BT to trial mobile PoS transactions using iPads is a first for UK retail and is a very exciting development.”

Charleen Benson, director Store Consulting Services at BT Expedite, said: “This latest collaborative trial with Aurora Fashions is an example of multichannel at its best. The insights we gain here will help shape the future of fashion shopping. Shoppers and retailers are now reaping the benefits that an integrated store and on-line experience delivers.”