Australian shopping centre giant Westfield has united the power of mobile and online shopping with the physical retail world.
Westfield Labs, an entity of the Westfield Group, has just unveiled its first partnership pilot with online shopping platform eBay.
The pair are introducing three digital storefronts at Westfield San Francisco Centre.
Customers can touch and interact with digital storefronts for Sony, Toms and Rebecca Minkoff to select and purchase over 100 products.
The three windows will be operational from November 20 to January 12.
Westfield San Francisco Centre visitors can walk up to each digital storefront window, touch the glass and begin shopping.
After shoppers select items they can proceed to checkout by pushing the order to their mobile phone and pay via PayPal, including guest checkout with credit or debit card.
Delivery options include free home shipping or store pick-up, with each vendor offering a curated selection of products.
Westfield Group global chief digital officer Kevin McKenzie said the initiative will be the first of many.
“At Westfield Labs, we want to define what the future of retail will look like through social, mobile and digital innovations.
"For our first pilot, we are excited to partner with eBay Inc. and brands that are pushing the boundaries of online and offline retail to showcase new technology that redefines shopping.
"This is just a window into the types of technologies Westfield Labs will be launching in our international markets to provide people with memorable shopping experiences.”