Marks & Spencer boosts in-store customer experience with free wi-fiby
Marks and Spencer is introducing free wi-fi to its UK stores and giving customer service assistants iPads in an attempt to marry its online and offline channels.
Initially launched at its new Cheshire Oaks store in Liverpool, the retailer intends to “enhance the customer experience” by arming sales assistants with tablets to provide customers with detailed product information.
With the introduction of Wi-fi, M&S hopes its customers will browse the company’s website via their smartphones before purchasing the products in-store. QR codes will also be placed around the store, enabling customers to view more product details by scanning with their devices.
Retail director Steve Rowe said: “Our customers will find a fresh approach to shopping and customers service, enhanced by interactive technology that creates a truly unique consumer environment.
“This store represents the future of retail - a dynamic, interactive space that will redefine what it is like to shop at M&S.”
Following the launch in Liverpool, M&S is expected to roll out the in-store internet service to all stores by May next year.
The drive is part of the high street retailer’s plan to invest £100m on new technology and £150m on a new website platform, due to be launched in 2014.