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Retail Technology, Retail technology News

Marks & Spencer reveals digital instore overhaul

Wednesday August 8 2012

High Street giant is to follow introduce tablet computers to improve customer service

High Street giant is to follow introduce tablet computers to improve customer service

 

Marc Bolland, chief executive of Marks and Spencer (M&S) has revealed it has introduced iPads instore to assist in selling and customer service, following the examples of Oasis and John Lewis.

 

Chris Webster, vice president of consumer products and retail at Capgemini, commented: “People today seamlessly integrate the use of all technologies in their lives, including the way they shop. The shift has required retailers to think differently about the retail experience and service model across all channels and touch points, including physical stores."

 

Responding to retail store evolution

 

Webster, who also works with the internet retailing body IMRG each month to develop the IMRG Capgemini e-Retail Sales Index, (which analyses the sales results for over 100 of the UK’s top internet retailers, including the likes of John Lewis, ASOS and M&S), added: "iPads and other digital channels are replacing elements of the shopping experience that would previously have occurred in a physical space, calling for the store environment to evolve, just as M&S is doing. 

 

"With the help of instore devices, customers can enjoy a new, diverse retail experience with universal access to information and an infinite shelf. Other major retailers should look to follow M&S’ lead and embrace multichannel to bring the digital and physical sides of their businesses together – it’s about running online and offline together and customers being able to interchange easily.”