M&S in digital store overhaul

Marks and Spencer is ramping up its use of in-store technology as part of CEO Marc Bolland’s store overhaul programme.

Marks & Spencer

The retailer is trialling the use of iPads in stores to improve the customer service it provides, better integrate its ecommerce business and give customers access to a wider range than is available in every store.

The initiative sees sales assistants in stores such as London’s Marble Arch equipped with iPads so that they can help customers make purchases or buy products online that aren’t available in store.

It is part of Bolland’s efforts to better integrate its multichannel operations. Items ordered can then be delivered to customers’ homes or to a local store for next day collection.

An M&S spokesperson claims the initiative will work particularly well in departments such as men’s tailoring where it is a big ticket purchase with lots of options.

The retailer has also installed digital kiosks in newly introduced beauty departments that allow customers to access online tools such as the “virtual makeover” launched earlier this year.

Around 10% of all online sales of the cosmetic range, which was introduced earlier this summer, come through customers using the online tool and it is hoped that introducing it to stores will help boost sales.

There are also plans to extend the three store trial of its Style Online multichannel initiative. Launched earlier this year, Style Online uses digital kiosks and touch-screens to give customers in smaller stores better access to M&S’s full range of fashion brands such as Autograph and Per Una in stores that would not normally carry the ranges.

Similar digital initiatives could be rolled out beyond M&S’s clothing departments.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here