Quiz gives Westfield Stratford store a digital makeover
Omnichannel womenswear retailer Quiz has unveiled its revamped store in Westfield’s giant Stratford mall with the 24,000 sq ft site now much more focused on digital shopping, social media and shopping experiences.
The unit sees the brand’s first unveiling of an in-store digital kiosk that will allow customers to browse and buy the entire collection online, regardless of whether the product is in-store or not.
Digital growth is a key strategy for the brand at present and to supplement the kiosk, Quiz has introduced iPads into the store to further digitise the physical shopping experience.
Social media is also a big part of the makeover with the store now having a “high-level scatter wall”. The wall shows social media content, as well as campaign videos and a wide variety of photography from Quiz photoshoots.
Retail operations director Omar Aziz said “social is huge” for the company but the overall aim isn’t just about being digital, it’s about “bringing the latest technology in store [so] we can showcase our wider offering and bring the brand to life.”
Quiz, which offers clothing and accessories for day-round dressing but which specialises in evening and occasionwear, is one of the fastest-growing retailers in the UK. In its last reported full year, the Scotland-based firm, saw sales up almost 12% to £87.4m while online sales surged 33%. And over the Christmas period its total sales rose 19%.
There has been speculation that the firm is mulling an IPO in a market where the shares of pureplay and omnichannel success stories such as Asos, Boohoo and Ted Baker are riding high. However, the company has not commented on such speculation.
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