M&S launches two digital click and collect trials

Rachel Sibson
Retail Analyst

Date : 24 August 2020

Marks & Spencer is set to launch a drive-up click and collect service as well as in-store contactless collection, in partnership with Doddle. The services will be available for clothing and home ranges and aim to offer a more convenient journey, and help customers shop with confidence during the pandemic.

Digital click & collect trials

With its new drive-up collection service, available at the retailer’s Camberley store, customers are able to collect orders without leaving their car.

Customers will receive an email to let them know their order is ready to collect and will be required to provide a vehicle registration number through a chatbot on text, WhatsApp or Facebook. They will then receive confirmation of the time and collection location. Whilst at the store, customers click on a link on their phone to notify M&S staff they are there.

Marks and Spencer is also trialling in-store contactless collection at its Hempstead Valley and Longbridge stores. Customers can pick up their parcel from an allocated shelf stated in the chatbot.

According to the retailer, around 70% of online M&S orders were collected in Clothing and Food stores, which fell to a low of 15% when clothing spaces were closed due to the pandemic. This has gradually been increasing again and it not at around 50%.

M&S is also making changes to its click & collect services behind the scenes to create a faster and more efficient operation. For example, the number of stores fulfilling orders is now 239, which is 153 more than pre-Covid.

Neil Phillips, Head of Digital Operations at M&S, said:

“Great digital technology in our stores is really important for offering our customers a great experience and for connecting the online and in-store journey. These trials with Doddle offer market leading solutions for Click & Collect, a proposition which will only grow over the coming years as the trend towards online shopping continues to accelerate.”

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