As part of its multi-channel strategy, Marks & Spencer has introduced a Digital Lab to help develop its use of technology. As part of the move, the retailer has appointed Kyle McGinn as its new Head of Digital to lead the innovation function within the digital team.

This digital lab will allow the retailer to address the fast pace of technological change occurring in retail stores, enabling a more agile development process. While creating new customer-facing products, the new lab will also improve how M&S employees use technology within their roles and build on existing expertise. It will also address the changing retail industry and provide in-house innovation for M&S.

Laura Wade-Gery, executive director of e-commerce and multi-channel, says: “Over the last 18 months, we’ve really embraced digital experimentation from being the first retailer to join Samsungs’ smart TV platform to the inclusion of Aurasma technology in our app. By strengthening our in-house expertise, with a dedicated digital lab we can move with even greater pace and deliver first-to-market technology and experiences for our customers.”

Heikki Haldre, founder and chief executive of virtual fitting room Fits.me comments:
"Innovators and solution providers should probably look at what M&S is doing here, and think very carefully about making sure their solution is ‘light’ enough, from an implementation point of view, to be tested quickly and easily by this sort of agile evaluation group. It’s most likely the way forward.”

John Oswald, Business Design Lead at leading service design consultancy Fjord adds: “Marks & Spencer's launch of a digital lab further cements the belief we've long held; that retailers will use digital to strike out against their competition. Our mobiles and the increasing connectivity of our world are enabling people to shop in new ways and brands must innovate."

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