Style Online, Kiosk Corner, call it what you will, the new digital area just inside the door of the Marks & Spencer store on Edgware Road is perfectly placed for time-pressed shoppers.
On this busy central London thoroughfare, shoppers – and of course, equally busy head office executives – can have a quick look at the retailer’s full range to see how it is performing.
This is one of three stores into which a series of screens and something that looks not unlike an outsize iPad on a pole have been installed to connect M&S’s virtual and physical worlds.
If you are minded, you can dip into this small area in a store that is approaching the end of a substantial revamp, browse the internet and then if a selection is made, have the garment of your choice delivered to your home.
All well and good, but isn’t this the sort of thing that is done by many retailers, and aren’t web-enabled kiosks something that has been around forever and a day (or so it might seem)?
The answer to this is, of course, yes, but the difference in this store is that a total digital area has been created, complete with sample outfits to get you in the mood for selecting that essential something.
The other point is that it has been blended pretty seamlessly with the rest of the shop in terms of look and feel – again, this is a feature rarely encountered.
Whether shoppers actually need this remains a moot point, but if you want to see click-and-select at its best, this is one of the more obvious examples.
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