M&S To Roll Out Wi-Fi In Bid To Boost Sales

Marks and Spencer is launching free wi-fi in its stores and giving staff iPads in a bid to boost sales and improve customers' shopping experience.

The company is trialling the in-store internet at its new 50,000 sq ft flagship branch which opened in Cheshire Oaks, near Liverpool, on Wednesday.

It will be rolled-out to all other stores by May next year.

The retailer also hopes to "enhance the customer experience" by arming its staff with iPads to help people search for items.

Quick response codes - barcodes recognised by smartphones - will also be dotted around the new store for customers to scan and learn more about products and the shop.

The moves come after the company reported a drop in profits in May - its first in three years - as the tough economic environment hit consumer spending.

It led to growing concern among investors about the products on offer and the leadership of chief executive Marc Bolland.

M&S is hoping its focus on e-commerce will help re-engage customers with the brand by encouraging tech-savvy shoppers to spend more time and money in its stores.

Retail director Steve Rowe said the Cheshire Oaks store represents the "future of retail".

"Our customers will find a fresh approach to shopping and customers service, enhanced by interactive technology that creates a truly unique consumer environment," he said.

"This store represents the future of retail - a dynamic, interactive space that will redefine what it is like to shop at M&S."

The technology drive is being led by Laura Wade-Gery, who was poached from rival Tesco last year to run M&S' e-commerce business.

She is keen to dispel the idea that M&S' core customer group - those between the ages of 55-65 - have not embraced technology.

More than 5% own a smartphone and one in three have an iPad or tablet, she said, adding: "our customers are changing and we have to change with them".

Ms Wade-Gery is overseeing considerable investment in technology at M&S, including £150m on replacing its existing website, and another £100m on new in-store gadgets.