Customers

Agility and precision behind the scenes is only half the story. How we respond to customer needs face-to-face and online is just as important. Every morning in every store our teams discuss how they can serve customers better, and they take part in comprehensive training programmes centred on enhancing customer relations. Investment of more than €1 billion in new technologies has led to some outstanding customer-focused innovations.

The implementation of the Radio Frequency Identification (RFID) system, that has been internally developed by our teams, allows staff to help customers find items instantly in-store, nearby or online. 

It also speeds up stocktaking by 80%, freeing up time for better customer care. This system is now available across Zara´s entire store base and will be rolled out across Pull&Bear, Massimo Dutti and Uterqüe in 2018. The entire process is scheduled for completion in all the Group's brands in the summer of 2020. 

Other customer advances being trialled include:

• The integrated stock management, which is in place in Zara stores in 49 markets and completed in Uterqüe, that allows to fulfil customers' online orders both from store warehouses and online stockrooms, helping to shorten delivery times and enhance customer service.

• Value-added customer services as same-day delivery -already on offer in Madrid, London, Paris, Istanbul, Taipei, Shanghai and Sydney- , and next-day delivery -available in Spain, France, the UK, Poland, China, South Korea and Australia.

• mobile payments across 27 markets, which we will soon extend globally, simplifying the purchase and returns process.

• the removal of paper tickets for all online orders from each brand already in 39 markets.

• self-checkout, making the payment process easier.

• interactive fitting rooms, in which customers can request new colours, sizes and personal shopping advice through a tablet device in the fitting room, as well as get tips on how to combine fashion items with a ‘match with’ option.

• Automated order delivery points at Zara, where shoppers can pick up orders placed online at their convenience. These are currently available at the stores of Amsterdam (The Netherlands), Bilbao (Spain), Glasgow (UK), Haussman (Paris, France), Leicester (UK), Liverpool (UK), Marineda (A Coruña, Spain), Milan (Italy) and Stratford (London, UK). 

Social media is also proving to be a valuable opportunity for us to strengthen our relationship with our customers. We are delighted that our customers talk to us about everything from the latest trends to supply chain integrity, giving us the chance to explain our commitments to sustainability, society and the environment. For instance, last year we answered nearly 21 million requests through the social networks.