Fashion retailer Aurora is providing iPads to sales staff at London branches of Coast, Oasis, Warehouse and Karen Millen.
The iPads will enable store staff to access the shops' websites anywhere in the store, check product availability across the UK and place online orders where the right stock is not immediately available. The iPad point-of-sale (PoS) app shortens queue times and makes the payment process mobile, simpler and more engaging, Aurora says.
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Ish Patel, Group Strategic Development director at Aurora Fashions, said: "The iPad 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."
Charleen Benson, director Store Consulting Services at BT Expedite, said: "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."