Marks & Spencer is working with NCR Corporation to trial new multi-media zones in its stores that combine digital touchscreens, video walls and displays of actual outfits to provide shoppers with inspiration to select that essential something.
"Rather than being a passing fad, in-store touchscreens are here to stay as they complement mobile commerce by offering the fast, high definition, widescreen digital access to information and offers that consumers now expect," Stuart Henderson, NCR's director of retail for Northern Europe, said in a company press release.
The Style Online touchscreens 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 personalized looks. They also give shoppers access to M&S' extended range and make it easy for consumers to order apparel in the sizes and colors they want, said Craig Smith, IT program manager at Marks and Spencer.
"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," he said. "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."
The NCR Netkey kiosk and digital signage software makes it easy for M&S to change content according to what's trending in traditional and social media or even the weather, Henderson said.
The multimedia zones are available in a number of stores in the U.K. and M&S' flagship Paris outlet.
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