M&S trials new Doddle Click and Collect solution

Marks and Spencer is trialling two new Click and Collect solution with Doddle.

An in-store contactless collection is being piloted at Hempstead Valley, Camberley & Longbridge, while a drive-up collection is being tested at Camberley.

The retailer stated that both propositions are ideal for helping customers shop with confidence during the Coronavirus crisis and offer a far more convenient and seamless journey.

First launched in 2009, M&S now has one of the biggest collection networks in the UK with nearly 8,000 collection points.

Before March, around 70 per cent of online M&S orders were collected in clothing and food stores, and while this fell to a low of 15 per cent when the clothing spaces were closed, it has gradually been rising again in recent weeks and is now at circa 50 per cent.

Using Doddle’s technology, the initial three-store trial will help understand customer demand and will be measured with data and by gathering extensive customer feedback. The team will also measure the expectation that Click and Collect will become more efficient for colleagues to manage in-store using this technology.

Neil Phillips, head of digital operations at M&S, said: “Great digital technology in our stores is really important for offering our customers a great experience and for connecting the online and in-store journey.

"These trials with Doddle offer market leading solutions for Click and Collect, a proposition which will only grow over the coming years as the trend towards online shopping continues to accelerate."

M&S is also making behind the scenes changes to Click and Collect, including increasing the use of in-store picking and packing for online orders. The company now has 239 stores fulfilling online orders - which is 153 more than pre-COVID. Initially increased to support M&S’s warehouse and clear stock from stores, it has long-term potential to help improve the customer proposition and balance stock between stores and online.

During the pandemic, M&S has also added the option on its website to ‘contact me when available’ for every single clothing, home and beauty item.

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