Marks and Spencer have launched a trial of a digital solution within selected footwear departments. The Inspiration Station aims to inspire, entertain and educate customers within the new Footwear and Accessories area, especially whilst they are waiting for their size to be brought out to them within the new rear service scheme.
The Inspiration Station uses RFID technology to recognise the customer’s chosen shoe, and then presents specific inspirational catwalk videos as well as informative videos on the product innovation (eg Insolia). The application also provides the customer with detailed product information for their shoe and a recommended co-ordinating handbag.
The customer can email these details to themselves to buy later. The solution is initially on trial in the Oxford Street and Bluewater stores. The 2nd generation RFID is a technology that M&S intends to have on all general merchandise and clothing product and is one of the retailer’s adopting the technology across such a large range of it’s offering.
