Fashion brand Superdry has installed fully transactional in-store iPads in all of its UK stores with the help of Lancashire retail specialist One iota.

The move follows a successful pilot, also managed by One iota, last year, and covers a further 250 iPads throughout its stores.

As part of the installation, Superdry trained all staff on assisted selling to maximise in-store sales performance.

Jon Wragg, e-commerce and marketing director at Superdry, said: “As part of our ongoing strategy we continue to drive multi-channel innovation to meet the needs of our customers by providing them with world-class shopping experiences.

“We wanted to develop an in-store solution to meet customers’ demands for our full range of products, whilst fulfilling our objective of joining up both online and in-store.

The in-store iPads in action

The in-store iPads in action

“One iota have proved to be the ideal partner for us – developing and implementing a fantastic in-store iPad solution which fully integrates with our existing business systems. The solution is now live across all our UK stores and has been very well received by our customers.”

The iPad-based solution comprises iPad minis that are integrated with Bluetooth chip and pin payments and carried around the store by Superdry’s sales assistants.

It also lets shoppers know which items may be out of stock or available for home delivery or collection at any of Superdry’s 86 UK stores.

Damian Hanson, One iota’s CEO, added: “Superdry is rapidly becoming an iconic global fashion brand and it’s fantastic to extend our working relationship. We’re delighted to be supporting them in their drive to increase sales in-store, with the introduction of our assisted selling solution which fully integrates with their existing business operations.”