Oasis' use of iPads in flagship store named ‘Technology Initiative of the Year’
March 2012: Leading UK fashion retailer, Oasis, part of the Aurora Fashions group, won ‘Technology Initiative of the Year’ for its use of iPad PoS in the launch of its Argyll Street Flagship store at the 2012 Retail Week Awards. A massive achievement for Oasis, and the Retail Assist dedicated teams supporting the brand and the implementation.
Outpacing competition from Debenhams, New Look and Republic, Oasis won the accolade on the back of its response to changing shopping habits by placing digital technology at the heart of the shopping experience in order to provide the best customer service on the high street. Oasis provides iPads equipped to handle transactions which outnumber fixed tills and allow the customer to flick through the brand’s latest online “Lookbook”.
The culmination of a £7million 18 month investment programme across the brand’s UK portfolio, Oasis’s Argyll Street store demonstrates how technology can be used to provide customers with a seamless, truly ‘omni-channel’ experience by merging web, mobile, social and physical retailing channels.
On winning the award, Ish Patel, Group Omni-Channel Director, Aurora Fashions said: “This award is an acknowledgement of ‘omni-channel’ retailing working at its best; both by empowering store teams to be as information rich as the customer and freeing up time for engagement at the point of decision, not payment."
“The iPads enable store staff to access the Oasis website, check product availability across the portfolio and place orders online where stock is not immediately available. It shortens queue times and makes the payment process mobile, simpler and more engaging.”
Liz Evans, Managing Director of Oasis, commented: “Oasis is proud to be investing in the UK high street, providing our customers with a more fun, intuitive and innovative way to shop. In our opening week, iPad transactions accounted for 20 per cent of sales."
“In an omni-channel world, customers now demand more from physical stores: more excitement, outstanding service and a more personalised experience driven by new technology. We are delighted to see that Argyll Street is leading the way in fulfilling this new kind of shopping experience.”