The younger generation of millennials (people from 18 to 34 years old, otherwise called "generation Y"), well versed in technology and tied to their gadgets, increasingly prefer online shopping in Amazon, Ebay. They are used to doing ten things at a time: listening to music, texting with friends, and looking for the product they need online. Therefore, they spend more on online purchases than other age groups. This negatively affects sales in the traditional retail network.

The Spanish Group Inditex, which owns the brand Zara, expects to attract more customers of this age to stores with the help of high technologies.

"In the retail sector based on physical stores, it is now very rare to find companies that are not affected by online business," said Ann Critchlow (Anne Critchlow) from Societe Generale. However, Inditex is doing well thanks to the speed with which new fashion items get from the catwalk to the shelves of its stores. 

On Tuesday, Inditex announced that from April 18, 120 Zara stores worldwide will feature augmented reality (AR) displays. By bringing the smartphone to the sensor in the store or in the window, the visitor will be able not only to see the items of clothing of interest on the models, but also to instantly make a purchase. Similarly, AR advertising of other styles of clothing will be placed on the packaging of goods purchased online. 

This week Inditex announced that the decline in sales, the strengthening of the euro and the need to expand online business due to competition with Amazon led to the lowest level of profitability of Zara in the last 10 years

By material: < span style="color:#A9A9A9;">Malls.Ru

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