M&S is continuing with its strategy to improve its online capabilities with the trial of two new click & collect concepts.
The retailer has launched in-store contactless collection at its Hempstead Valley, Camberley and Longbridge stores and a drive-thru collection service at its Camberley shop.
M&S said the new services will not only help people shop with confidence during the pandemic, but also offer a more convenient and seamless customer journey. It highlighted that the drive-thru collection option eliminates two potential queues i.e. entering the shop and at the click & collect desk.
M&S is using technology from Doddle for the trial which it said will be rigorously measured both with data and by gathering customer feedback.
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 & collect, a proposition which will only grow over the coming years as the trend towards online shopping continues to accelerate. We’ll be listening carefully to our customers’ feedback.”
Gary O’Connor, CTO at Doddle, added: “Online shopping has rapidly accelerated, and we’re confident that our digital in-store collections and drive-up solution will benefit M&S and their customers-with an even more convenient way to receive their purchases.”
M&S first launched a click & collect service in 2009 and now has nearly 8,000 collection points.
The retailer revealed that it has recently been making behind the scenes changes to its click & collect operation, 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, M&S stated that the change has long-term potential to help improve the customer proposition and balance stock between stores and online.
NAM Implications:
- Obvious improvements in M&S online fulfilment.
- Hopefully their bottom line can stand the strain…
