CorpComms Magazine

Marks & Spencer is trialling new in-store multimedia zones, in an effort to bring together its online and real-life stores.

The trial will see digital touch screens, video walls and digital outfit displays to inspire shoppers to make a purchase.

The Style Online touch screens allow customers to mix and match different garments and accessories to create a personalised outfit. Customers can also use the touch screens to order clothes from the online store.

Marks & Spencer, which currently has more than 700 stores in the UK, is working together with NCR Corporation to make the trial possible.

Stuart Henderson, director of retail for Northern Europe at NCR, said in a statement: '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.'

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