Coast, Oasis and Warehouse High Street stores focus on mobility to enhance customer service and offer multichannel customer strategy
, the group previously owning Coast
, has implemented a Wi-Fi network implemented to improve critical business information access via iPads.
The group announced plans to spin Coast out as a separate business in March this year, retaining control over Oasis and Warehouse, but is still handling the IT for all three brands during a 12-18 month transition phase.
The roll out is continuing throughout 2013, with a further 50 stores across all of the retailer’s brands in the UK and Europe.
Triple service capabilities
The iPads deliver multi-point mobile services to complement its multichannel offering and enhance the customer journey. They provide mobile point-of-sale (MPoS) capabilities to speed of service and queue bust, while wall-mounted iPads in the changing rooms offer interactive marketing and improved customer information – displaying image and video content on seasonal ranges, specific products and special offers.
Richard Glanville, Aurora Fashions chief financial officer, commented: “The use of mobile technology in a retail environment has become a critical part of the multichannel journey. Being one of the first few fashion retailers to not just adopt iPad technology, but push the boundaries in terms of service delivered, demonstrates our innovation and ability to deploy solutions quickly - adding value for our customers in a competitive market.”
Customers instore can also use the Vodat Wi-Fi service to access the internet on their own personal devices, although the Coast, Oasis and Warehouse networks are restricted to the retailer’s iPads for security purposes.