January 16th, 2012

M&S trials digital signage and interactive kiosks in-store

M&S Touch ScreenAs the boundaries between the online and offline retail worlds continue to blur, Marks & Spencer (M&S) announced today that it is trialling digital signage and interactive kiosks in a number of its stores, mainly in the UK.

M&S will “trial new multimedia zones in its stores that combine digital discovery touch screens, video walls and displays of actual outfits to provide shoppers with inspiration to select that essential something”, according to the announcement. The system will be provided by NCR.

The touch screens allow shoppers to browse the latest fashion trends whilst in-store and provide a “digital stylist tool” to help customers compare and combine different fashion items and accessories to create their own personalised ‘look’.

“The NCR in-store online ordering solution makes it easy for shoppers to combine apparel from our various fashion ranges in a way that suits their body shape, size and style, and order in an instant. M&S is now able to bring to life the cut, flow and quality of the fabrics with high impact catwalk footage on the video walls, combined and physical displays of outfits, to help shoppers stay on-trend.” Craig Smith, IT Programme Manager, Marks and Spencer

They also make it easier  for customers to order apparel in the sizes and colours they want by providing access to a more comprehensive range of M&S fashion than that stocked in-store.

“M&S is a great example of a retailer that is connecting its digital and physical stores to give shoppers a better shopping experience. Consumers like being able to touch, feel and see products in-store but also want the benefits of endless choice and one-touch ordering that they get online to enable them to shop in the easiest and quickest way.” Stuart Henderson, NCR’s director of retail for Northern Europe

The multimedia zones are available in a number of stores in the UK and in the M&S flagship store in Paris.

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