At long last NCR Corporation [1] (NYSE: NCR) and Marks & Spencer (LSE: MKS.L) have announced what we told you last October [2] – then, rumours that Marks & Spencer was trialling digital signage and interactive kiosks in a number of stores.
Today’s announcement, no doubt purposely made ahead of #NRF says that the two companies are to “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”.
Style Online touch screens 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 personalised ‘look’. They also give shoppers access to M&S’ extended range and make it easy for consumers to order apparel in the sizes and colours they want.
Craig Smith, IT Programme Manager at Marks and Spencer, said “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.”
Stuart Henderson, NCR’s director of retail for Northern Europe, said, “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.”
The multimedia zones are available in a number of stores in the UK and M&S’ flagship Paris outlet (see our longer story on their Paris installation here [3]).