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Aurora Fashion adopts iPad PoS to enhance customer delight
Sep '11
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 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.”

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.”

Aurora Fashions owns, develops and manages the performance of some of the UK's most respected women's fashion brands - Coast, Oasis and Warehouse - which are all aimed at the higher end of the market.

Karen Millen is an iconic fashion brand offering distinctive, affordable luxury to confident women, currently operating in 331 locations and 41 countries around the globe.

BT Expedite is the retail specialist division within BT. It provides solutions to enable multichannel retailers to compete effectively. BT Expedite spans every area of retailing; planning, sourcing, merchandising, store, sales analytics, CRM, plus network infrastructure, hardware and professional services.

BT Expedite

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