Zara Turns to Robots as In-Store Pickups Surge

MADRID—Zara wants to knock the kinks out of “click and collect.”

The fashion behemoth has honed an online strategy that is the envy of its more lumbering competitors, exploiting a rapid-fire production and distribution system that has allowed Zara to use thousands of its stores—including its 85 locations in the U. S.—as a convenient pickup and return point for online customers.

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