Marks & Spencer Goes Virtual

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Department store Marks & Spencer has added an in-store virtual try-on experience for customers

Marks & Spencer has joined the increasing lineup of retailers getting in on the virtual try-on (VTO) trend after it launched a new partnership with Zyler to introduce the experience in two stores.

The retailer worked with VTO solutions provider Zyler on bringing the in-store feature to its Oxford Circus and Harrogate branches, where it was trialled with its owned clothing brand Jaeger.

Through the activation, shoppers could provide a head and shoulders photo and basic measurements to see themselves digitally in the Jaeger collection.

Meanwhile, sales assistants guided users through the process and offered style advice.

In a release, Alexander Beren, CEO of Zyler, said the partnership was “a wonderful opportunity to get customers excited about shopping in-store”.

Beren added, “Shoppers could see themselves in the entire Jaeger range, including items not in stock at the location, to find the best items for them. We are delighted to be working with such an iconic brand as Marks & Spencer to improve the shopping experience.”