Our eight brands share the same main objective: responding to the needs of our customers.

We place the customer at the very centre of our business model. Knowing and delivering exactly what our customers want demands meticulous organisation, close attention to detail, and industry-leading technological innovation in every part of our value chain.

Whether we are designing, manufacturing, or distributing our products, we are always looking at how our operations can improve customer service and the quality of the customer experience – while honouring the commitments to sustainability that our customers expect from us. Listening to feedback, analysing real-time sales data, making short production runs, and investing in state-of-the art logistics allows us to pinpoint and meet customer needs, refreshing our stores with new styles twice a week.

Customer-focused innovations

Agility and precision behind the scenes is only half the story. How we respond to customer needs face-to-face and online is just as important. Every morning in every store our teams discuss how they can serve customers better, and they take part in comprehensive training programmes centred on enhancing customer relations. Investment of more than €1 billion in new technologies has led to some outstanding customer-focused innovations.

The Radio Frequency Identification (RFID) system allows staff to help customers find items instantly in-store, nearby or online. 

Clientes II


It also speeds up stocktaking by 80%, freeing up time for better customer care. This system is now available across Zara´s entire store base and will be rolled out across Pull&Bear, Massimo Dutti and Uterqüe in 2018. The entire process is scheduled for completion in all the Group's brands in the summer of 2020. 

Other customer advances being trialled include:

  • mobile payments across 27 markets, which we will soon extend globally, simplifying the purchase and returns process.

  • Value-added customer services as same-day delivery -already on offer in Madrid, London, Paris, Istanbul, Taipei, Shanghai and Sydney- , and next-day delivery -available in Spain, France, the UK, Poland, China, South Korea and Australia.

  • the removal of paper tickets for all online orders from each brand already in 39 markets.

  • self-checkout, making the payment process easier.

  • interactive fitting rooms, in which customers can request new colours, sizes and personal shopping advice through a tablet device in the fitting room, as well as get tips on how to combine fashion items with a ‘match with’ option.

  • Other pilot initiatives like the automated order delivery point that Zara has introduced in its Marineda store at A Coruña (Spain), where shoppers can pick up orders placed online at their convenience.

Social media is also proving to be a valuable opportunity for us to strengthen our relationship with our customers. We are delighted that our customers talk to us about everything from the latest trends to supply chain integrity, giving us the chance to explain our commitments to sustainability, society and the environment.