What:  A new app uses AR to guide customers to the items they want to purchase, in a pilot store located in London.

Why it is important:  This is a good example of reasonable usage of tech to improve the customer journey and bring them a true valuable service.

Marks&Spencer has launched a new app, “List & Go” which allows customers to know exactly where the items they plan to purchase are located in the White City (London) store. A real time navigation system guides them to the item and then proposes the fastest route to the next one.

This is an example of “test and learn” approach as the goal is to learn from this initiative in the White City store to then expand it to the rest of the “10x digital” stores network, i.e. stores fitted and equipped with adequate systems to support such services.

 Marks & Spencer trials in-store AR app