Marks & Spencer : NATION’S BIGGEST CLOTHING & LINGERIE RETAILER INTRODUCES NEW DIGITAL BRA-FIT BOOKING TOOL TO IMPROVE CUSTOMER SHOPPING EXPEREINCE

M&S, the nation's biggest lingerie retailer serving one in three women, has introduced a new bra-fit booking tool to improve the shopping experience it offers customers. The new tool will take the complimentary service paper-free, with helpful emails for customers detailing size information and product recommendations. Designed in-house due to the growing strength of M&S's digital team, it replaces an outsourced service previously used.

The fitting service is a vital part of the lingerie shopping journey, with it recommended women go for a bra fit every six to 12 months. M&S'sbra market share is at an all-time high of 37.5% and the new tool provides an opportunity to strengthen that further. Critically, a good fitting experience drives sales - a woman who has a bra fit buys on average 2 - 3 bras, whereas without they buy just one.

Customer Benefits

The tool allows a more personalised and easier experience for M&S's customers - from appointment reminders, to handy follow-up emails with recommendations for new products in your preferred styles. The tool is also linked to M&S's Sparks card - meaning customers can simply scan their card with the bra fitter to access all their details, rather than having to find their booking email when they go for an appointment. The M&S team has also created a version of the booking tool for the digital devices used by store colleagues (the Honeywell which M&S has invested in 16,000 of) meaning colleagues can quickly and easily book appointments for customers shopping in store.

The post-appointment customer emails, which move the fitting service to paper-free, have been designed to help women who want to repeat purchase a few months later having found a style or shape they love. M&S's insight shows that women are very loyal to bra shapes and styles - be that plunge, balcony or full cup - and the new digital tool retains all of a customer's favourites and preferences - removing the need for the customer to hold on the packaging of the bra or the bit of paper from their appointment. The emails are also ideal for those who want to purchase online after a bra fit, for example after pay day or if they want their items delivered at a convenient time. M&S remains committed to driving one third of Clothing & Lingerie sales online where customers can access the full M&S range across all colours and styles.

Business Benefits

The in-house service will give the M&S team access to better data to be able to suggest personalised products to customers and therefore ultimately grow the service. Long-term it will improve availability of bras as M&S will have an even better understanding of best-selling bra sizes and styles, as well as being able to better track lingerie shopping trends and buying habits.

The new tool also means M&S can more accurately record how many bra fits are happening to ensure every store has the right amount of bra fitters working from its team of 5,000 trained fitters, this will help ensure no customer is ever turned away.

Laura Charles, Director of Lingerie for M&S said, 'M&S is changing and we have a relentless focus on what our customers want - easy to wear style and wardrobe essentials delivered at great value and backed up by an easy shopping experience. With 1 in 3 women wearing an M&S bra it's our ultimate wardrobe essential and we're excited that this tool will help us improve the shopping experience for our customers. Offering us better access to data it can ultimately help us grow our market leading bra share.'

Amanda Glover, Digital Change Manager who joined the team two years ago to help M&S create more digitally connected stores and created the tool with her team, said,'Tech is creating so many opportunities for all areas of retail which is really exciting. For M&S it is helping us develop solutions for our customers that make shopping with us easier and more convenient. We're really proud to be developing retail tech that is industry leading - such as this bra fit tool. We know that nearly 90% of customers buy a bra after a bra fit, but sometimes they don't want to do it there and then so this is an ideal solution.'

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Notes to Eds

More Information on Bra Fitting

M&S continues to promote bra fitting, aiming to debunk some of the myths around it, including that it takes ages, that you have to take all your bra off and that you can't recycle your old or unwanted bras when you purchase new ones. It is recommended customers have a bra fit every 6 - 12 months as your body can change.

5 key points to find the perfect bra from Julia Mercer Head of Bra Fit at Marks & Spencer

• The under band is the most important area to get right, it's the foundation of best bra fit. You should only be able to pull the bra 4 or 5cms away from back
• Wires at centre front should always sit back completely
• Wires at the side should sit on the ribcage and not breast tissue
• Cups should fully encase the breast without spillage!
• Straps - you should always adjust on, and you should only be able to fit two fingers under the strap and your shoulder

Julia Mercer, Head of Bra Fit at Marks & Spencer said, 'Millions of women are wearing the wrong size bra and as a market leader, it's our mission to help them find one that fits perfectly, whether it's a first bra, a post-surgery bra or a pregnancy bra. We hope this tool will help make the experience even easier.'