What Marks & Spencer’s mobile payment app means for customer interaction management

Published on 03 April 2013 by in Latest News

mobile payments customer experience CIM What Marks & Spencer’s mobile payment app means for customer interaction managementRetailer Marks & Spencer’s next move looks set to extend its reputation as a customer experience leader, with the brand announcing plans to trial a mobile payments app within its stores.

The app will be tested in the retailer’s coffee shops, giving customers the ability to scan menu items from their table to purchase café products. If consumers respond well to this new technology, it could eventually be made available across the whole Marks & Spencer store.

This move represents a huge development for the chain since launching a dedicated ‘digital lab’ in early February. The lab, fronted by newly appointed Head of Digital Kyle McGinn,  aims to assess how store employees use technology to improve the level of service offered by the brand.

As explained by the M&S’s Director of E-commerce and Multichannel, Laura Wade-Gery;

“With a dedicated digital lab we can move with even greater pace and deliver first-to-market technology and experiences for our customers.”

Indeed, a study released late last year rated Marks & Spencer as the most successful retailer for multichannel customer experience, beating online giant Amazon, Topshop and Debenhams. The new mobile payment app sets out to solidify this position, increasing convenience for customers and leaving sales staff free to offer assistance and advice to the customers that really need it.

Beyond this though, it also gives Marks & Spencer an opportunity to effectively integrate its online and offline services to completely understand what drives its customers. By linking each mobile payment account with a profile of the customer, M&S could create a single view of each consumer’s preferences and buying behaviour.

The implications then span from tailoring special offers or product recommendations to the individual’s needs, to informing future strategy for the brand as a whole.

Take a look at numero’s case studies page for further examples of brands going the extra mile to deliver consistent customer service across all touch points.

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