Aurora Fashions, owner of Coast, Oasis and Warehouse, is rolling out a fleet of iPads into its stores, which will be used by customers and staff to improve shoppers experience, as well as the companys marketing efforts.

The iPads will be used as mPOS stations by its retail workforce, along with being information points for shoppers and, perhaps most interestingly, mounted in changing rooms to deliver interactive marketing messages. These will include image and video content on seasonal ranges, product info and special offers.

The company has already installed wi-fi in 60 stores for use by customers, as well as to power the iPads, with 50 further installations promised in the UK and Europe during the rest of this year.

“The use of mobile technology in a retail environment has become a critical part of the multichannel journey,” said Richard Glanville, Aurora Fashions CFO. “Being one of the first few fashion retailers to not just adopt iPad technology, but push the boundaries in terms of service delivered, demonstrates our innovation and ability to deploy solutions quickly – adding value for our customers in a competitive market.”

The project has been supported by Vodat International and Retail Assist.