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Superdry reaches for iPad tech

Superdry has partnered with Lancashire-based multichannel technology specialist One Iota to use fully transactional iPads as mobile till points across its 86 UK stores.

Worn by sales assistants across the body on a strap, the iPad minis are fitted with a small terminal which accepts Bluetooth Chip & Pin payments and is connected to a wireless printer in-store. The technology has been integrated with Superdry’s existing ecommerce platform and runs off a tailored version of One Iota’s iOS mobile operating system.

The iPads can be used to sell across the retailer’s range for home delivery or collection, to access product information, check stock availability and transact anywhere in store.

One Iota is also responding to demand from fashion retailers for 24/7 selling with the launch of its touchscreen window technology. Showcased at the Retail Design Expo (March 10-11) at London’s Olympia, the touchscreen is fitted behind the glass shop front, allowing passers-by to browse the full product range even when the store is closed.

To transact the shopper touches the ‘add to basket’ button on the screen and then ‘collects’ the basket on their smartphone or tablet by scanning a QR code. The basket opens via the retailer’s app or their mobile site.

Implementing the same touchscreen technology, One Iota’s interactive digital mirror lets shoppers scan a garment’s barcode to browse similar items, view different colour options and shop the full range. Shoppers can also press an icon on the screen, which converts all three screens into a mirror for them to virtually try the product on.

According to One Iota chief executive Damian Hanson, who works with the likes of JD Sports, Size?, and Quiz Clothing, retailers are increasingly interested in creating a fully connected, interactive shopping journey.

“Retailers are looking to invest in touchscreen technology to create an integrated shopping experience, which will make retail destinations more attractive. Such technology can be used to help store assistants make a sale or let shoppers browse different collections.

“Shoppers want to feel that wherever they meet the brand they are on the same journey, which is all part of the seamless experience. Retailers have no choice; they must embrace as many channels as possible.”

Readers' comments (1)

  • Acid test will be the reliability of this technology, along with speed of data in store.

    Too much of the above tech is gimmicky and iPads are the most expensive tablets in the market.

    Though well done to Superdry for trialling.

    Unsuitable or offensive? Report this comment

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