Marc Bolland, CEO of M&S has introduced iPads in-store to assist in selling and customer service. It is part of his efforts to better integrate multi-channel operations.

Items ordered can then be delivered to customers’ homes or to a local store for next day collection. An M&S spokesperson says the initiative will work well in departments such as men’s tailoring and other big ticket purchases.

Chris Webster, VP of consumer products and retail at Capgemini, adds: “People today seamlessly integrate the use of all technologies in their lives, including the way they shop. The shift has required retailers to think differently about the retail experience and service model across all channels and touch points, including physical stores.

"iPads and other digital channels are replacing elements of the shopping experience that would previously have occurred in a physical space, calling for the store environment to evolve, just as M&S is doing.

"With the help of in-store devices, customers can enjoy a new, diverse retail experience with universal access to information and an infinite shelf. Other major retailers should look to follow M&S’ lead and embrace multichannel to bring the digital and physical sides of their businesses together – it’s about running online and offline together and customers being able to interchange easily.”

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