The innovative move by M&S aims to streamline the shopping experience by integrating self-checkouts into changing rooms, reducing the need for additional queues.
- M&S has announced plans to implement this technology across more than 100 stores by early 2028.
- Sacha Berendji, the operations director, emphasised the effort to enhance customer convenience and choice in the shopping journey.
- Concerns about potential shoplifting have been addressed, with provisions for staff oversight.
- The overall store revamp includes improvements to home, food, and clothing ranges.
M&S, a major player in both the food and fashion sectors, is embarking on a significant technological upgrade by integrating self-checkouts directly into the changing rooms across its clothing stores. This strategic initiative aims to eliminate the need for customers to queue twice, enhancing the shopping experience. By early 2028, M&S plans to extend this convenience to over 100 shops, as reported by The Telegraph.
According to Sacha Berendji, the operations director for M&S, the retailer is committed to providing a seamless shopping journey where customers can enter the fitting room without queueing, try on clothing, and make purchases on the spot. The current rollout includes one checkout per changing room area, with more planned based on shopper demand. This setup has already been implemented in 28 revamped locations, including the Fosse Park store in Leicester.
Despite the concerns expressed by M&S Chairman Archie Norman regarding increasing incidents of shoplifting, attributed to the challenges of self-checkout systems, measures are being put in place to mitigate this risk. Berendji assured that M&S would station staff members within the changing room areas to assist customers and ensure all items are paid for, thereby addressing the potential security issues. He further asserted, ‘Shoplifting is a major problem in this country, but there are things that we’re all doing to make sure we can mitigate some of those losses.’
The introduction of self-checkouts forms part of a broader strategy to revamp M&S’s larger shops, encompassing enhancements to the home, food, and clothing departments. This move is designed to offer customers the option to either serve themselves via the new technology or seek assistance from available staff, catering to diverse shopping preferences.
The integration of self checkouts in changing rooms marks a pivotal step in M&S’s commitment to enhancing customer experience through innovative solutions.
