M&S Entices Shoppers

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New multi-media zones in Marks & Spencer’s stores are being trialled in a number of UK stores and its flagship Paris Outlet that combines digital touchscreens, video walls and displays of actual outfits to entice shoppers to select that essential something. "Rather than being a passing fad, in-store touchscreens are here to stay as they complement mobile commerce by offering the fast, high definition, widescreen digital access to information and offers that consumers now expect," Said Stuart Henderson, NCR's director of retail for Northern Europe.
 
The Style Online touchscreens help shoppers keep up-to-date with the latest fashion trends and provide a digital stylist tool that enables shoppers to combine different garments and accessories to create their own personalized looks. They also give shoppers access to M&S' extended range and make it easy for consumers to order apparel in the sizes and colors they want, said Craig Smith, IT program manager at Marks and Spencer. Marks & Spencer’s are working with NRC to deliver this solution that also includes online ordering. This is an interesting concept in the retail world as they continue to look at the boundaries between online and off¬line.
 
Henderson added "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," he said. "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." The NCR Netkey kiosk and digital signage software makes it easy for M&S to change content according to what's trending in traditional and social media or even the weather.