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M&S trials in-store AR app

Marks & Spencer is trialling Augmented Reality (AR) technology at its White City store in London. The multinational retailer’s new app ‘List & Go’ shows customers… View Article

DEPARTMENT STORES

M&S trials in-store AR app

Marks & Spencer is trialling Augmented Reality (AR) technology at its White City store in London.

The multinational retailer’s new app ‘List & Go’ shows customers exactly where each item is located on the shop floor.

Customers can build their shopping lists on the mobile platform and navigate the store to find the exact location of each item with “real time navigation”.

The app has an interactive and detailed map of the store – showing customers the fastest route to the next food item.

“The aim of the trial is to generate detailed feedback on the experience of navigating our stores for customers, ensuring our fantastic product ranges are always displayed at their best and easy to find,” an M&S spokesperson explained.

“We’re really excited to hear what our customers think. As we do with all the trials running across our 10x digital stores, we take a ‘test and learn’ approach – so we will review the results before making a decision on what comes next.”

If successful, the next step is likely to be expanding the trial to M&S’ other digital stores.

“Over the last 18 months we’ve seen an increased customer use of digital, interactive shopping – whether that’s payment methods or QR code-based solutions in-store,” added M&S’ group property, store development and IT director, Sacha Berendji.

During this time we’ve launched a wave of new initiatives to make shopping at M&S quicker and easier for customers,” she continued. “Through our 10x digital stores programme, we test and learn the latest technologies and innovations that can improve our customer experience – and that’s what our augmented reality ‘List & Go’ shopping proposition is all about.”

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