Addressing pain points of apparel shopping
Zara recently opened a new store in Soho, their first one to feature the “smart” dressing room using RFID technology. Inside the fitting room, customers can see on a touch screen the product information of the items they brought in, all tagged with RFID, as well as available sizes and colors.
RFID is an exciting technology with numerous possible retail applications. Yet, it is often used to showcase digital innovation or generate buzz. Zara’s initiative on the other hand appears more customer-centric than technology-driven: it enhances the customer path, rather than changing or disrupting it, and simply makes it easier and more convenient.