High street retail company Aurora Fashions, owner of chains Oasis, Coast, Karen Millen and Warehouse, is piloting an iPad-enabled sale system in some of its stores.
The system allows staff to help customers on the shop floor by being able to view the brand website, check product availability and place online orders.
The company is trialling the system at eight of its stores in London and Oxford and claims that it is the first business to do so in fashion retail. Using the technology at outlets as diverse as Oasis and Karen Millen will allow the company to see its impact on different age ranges of customers.
"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," said Ish Patel, group strategic development director at Aurora Fashions.
"The iPad PoS [point of sale] 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."
