Superdry Rolls Out iPads In All UK Stores

Superdry, a British premium fashion retailer, has collaborated with multichannel retail specialist One iota to install iPads in all of its UK stores. 

Following its 2014 pilot program, Superdry has placed 250 more iPads in 86 stores. Many of the devices were rolled out in time for the holiday season, according to a company statement. To boost employee engagement and adoption, Superdry trained all staff to teach them how to leverage assisted selling to boost sales.

“As part of our ongoing strategy, we continue to drive multichannel innovation to meet the needs of our customers by providing them with world-class shopping experiences,” said Jon Wragg, E-Commerce and Marketing Director at Superdry. “We wanted to develop an in-store solution to meet customers’ demands for our full range of products, while fulfilling our objective of joining up both online and in-store.


The clienteling technology includes iPad minis touting Bluetooth Chip and PIN payment capabilities. Sales associates carry the devices around the store so they can increase sales opportunities anywhere in-store. The associates also can assist shoppers by helping them purchase out-of-stock items and have them delivered to their homes. 

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