M&S have opened their first store in Holland in the popular Kalverstraat district in Amsterdam. Within the store, customers can buy food but also explore the full range of clothing products on tabletops in the store and on digital screens. A 9 panel videowall displays content using a new digital signage software solution, there is also digital signage on columns showcasing the latest fashion for the season in the form of catwalk videos. The stylish touch screen order points allow customers to browse the full catalogue and order for delivery to store or home. Staff are also on hand to assist customers through assisted ordering with iPads. The biggest innovation is the 'virtual rail' which allows customers to browse the life sized imagery of the hottest dresses and troussers on a 3 x 46" touchscreen which imitates a real life clothing rail. We're extremely happy to be coming back to Holland in response to huge customer demand. We're coming back in a new way because Holland is one of the most internet savvy countries in Europe," said CEO Marc Bolland. "We are therefore launching our new website - www.marksandspencer.nl - and a brand new e-Boutique as a first step towards rolling out a number of stores in the Netherlands."