M&S launches a new tool to connect more with their customers through personalised recommendations.
The tool stores the customers’ shopping history to give more accurate and better recommendations. Also, it provides appointment reminders and suggestions for new products.
The customer-booking details will now be available just through a scan. As the tool is linked to the M&S Spark loyalty card, it allows customers to scan their cards at store, which retrieves the entire detail of the appointment. This eliminates the need to go through the booking e-mail at the time of appointment.
Moreover, the brand has rolled out 16,000 of these digital booking tools for the staff, helping book quick appointments through the device for the customers shopping in-store.
Encapsulated with technologies that train the system to store customers’ purchase history like size and preference, helps access to customer data and deliver more personalised recommendations based on their likes and fitting. This leads to better customer satisfaction and, therefore, helps increase repeat customers.
Furthermore, the tool will also help in maintaining the correct inventory of bra, improving the availability as the retailers will have data of the best selling bra sizes and styles.
Also, this will help them to better track lingerie shopping trend and buying habit. The data of number of bra fits happening in each store will optimise the right amount of bra fitters needed from its team of 5,000 trained fitters.
Laura Charles, Director of lingerie, M&S, said “With one in three women wearing an M&S bra, it is our ultimate wardrobe essential and we are excited that this tool will help us enhance the shopping experience for our customers.”