Your shopping experience at Zara is about to get way more interactive

Your shopping experience at Zara is about to get way more interactive

For two weeks only

Text: Andrea Sim

Zara innovates the brick-and-morter experience with augmented reality

Gone are the days where savvy shoppers will head to a local mall just to spend the afternoon browsing. We make a pit stop with purpose; march in to snag desired purchases (often first seen online, with the virtual deed impossible for some reason) and high tail out of there shortly after. There's less mulling around or window shopping for sport. To fight the digital beast that's causing their decline, stores are no longer expected to be just stores. Shoppers want to see, touch and engage with more than just products. 

In response, cue the hipster-lifestyle concepts, art installations, personalisation services, or in Zara's case, a temporary augmented reality shopping experience at selected locations.

It requires an app, Zara AR, that's built to detect signage within its stores to activate three-dimensional visuals of models decked in the high street brand's spring/summer 2018 Studio collection. These models come to life, pose and speak for seven to 12 seconds, and are decked in ensembles immediately purchasable within the app. You can even take a photo with them. Key points to engage in the augmented reality experience include Zara store window displays, main podiums, and e-commerce boxes, with visuals to be switched up after the first week. 

At Ngee Ann City, Ion Orchard, The Shoppes at Marina Bay Sands and 313@Somerset Zara stores. For two weeks only from 12 April.

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