Profile: Jeremy Gilley

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M&S mulls interactive mirrors

Marks & Spencer could introduce interactive digital mirrors in store fitting rooms as part of its efforts to integrate new technologies into physical stores.

Marks Spencer

The interactive technology would provide a service similar to a personal shopping assistant. The device would be integrated with the store’s inventory and would recognise the items taken in to the fitting room by the customer. It would then offer styling advice and suggest complementary accessories and fashion items with the aim of offering customers reassurance and giving them confidence to make additional purchases.

Store chiefs believe the technology would appeal to M&S customers who do not feel comfortable making fashion choices without advice and so would help boost sales and engagement with the brand, according to a well-placed source.

M&S has ramped up its use of technology in the last six months and has created a start-up-style digital lab division, led by Kyle McGinn, to drive its adoption of new technologies to enhance the in-store experience.

A spokesperson for M&S says the retailer is “open to experimentation” with digital in-store technology and is having multiple conversations with technology providers about potential in-store technology. She did not rule out the roll out of the technology but said that interactive fitting room mirrors are not “imminent”.

M&S has already introduced iPads to aid shop floor selling and customer service as well as interactive screens in its new beauty departments offering online tools such as the “virtual makeover”.

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