Date:09 March 2012
Marks and Spencer to launch multichannel store format
Marks and Spencer is trialling a new multichannel store format in ten of its stores, featuring QR codes and free Wi-Fi throughout. The new store format aims to encourage customers to view products online and read reviews while in-store. Customers can buy goods direct from their mobile using QR codes, allowing the retailer to expand its produce range in smaller stores.
M&S revealed that sales via its mobile-optimised website have soared 275% over the past year.
Sienne Veit, head of mobile development at Marks & Spencer said: “We know customers research online before they buy and we want to help them to continue doing so when they are in our stores. By integrating QR codes into our decor we hope to make it easier for customers to choose the right products and help us better understand how they use mobile devices in our stores.”