M&S has introduced a new bra-fit booking tool to improve the shopping experience. The tool allows a more personalised and easier experience for M&S’s customers – from appointment reminders, to follow-up emails with recommendations for new products. The tool is also linked to M&S’s Sparks card – meaning customers can simply scan their card with the bra fitter to access all their details. The M&S team has also created a version of the booking tool for the digital devices used by store colleagues, so that staff can quickly and easily book appointments for customers shopping in store. Importantly, bringing customer communication into the digital age will mean M&S can send post-appointment emails for women who want to make a repeat purchase. The department store said research has shown women are very loyal to bra shapes and styles ; and it’s cheaper to increase customer retention than acquiring new customers. Additionally, the digital tool will collect customer data such as shoppers’ size and preferences. This will be good for customers as it removes the need to hold on to bra packaging or the bit of paper from the appointment, and it will also be beneficial to M&S, which can use the data to suggest personalised products. Marks & Spencer is hoping the new tool will help it grab a bigger share of the bra market. It currently has a market share of 37.5%.