Marks & Spencer is using instore iPads and kiosks to train staff to support its multi-channel retail strategy.
Speaking at the Forrester Forum for customer experience professionals, Jo Moran, head of customer service at M&S, said the retailer was working to differentiate in an online, multi-channel world.
As Computer Weekly has previously reported, M&S has introduced iPads and large touchscreen displays within its shops to bring the online experience into the store.
These not only allow customers to browse and buy products, but also enable staff to check stock levels.
Recognising instore advice as a differentiator, Moran said: "Customers compare us to Asos and Amazon, but seven out of 10 would like help in store, which is a differentiating factor."
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With around 70,000 staff, M&S has used the in-store technology to train staff, so they can provide better help to customers.
The retailer provided PCs backstage for less tech savvy employees, and encouraged those with technical know-how to share their knowledge.
Moran said M&S also runs Knowledge to Share vodcasts, which are available as part of its in-store staff training.
The company has also set up multi-channel projects. M&S's Shop Your Way allows customers to shop online and collect from any store, including its Simply Food outlets. She said customers in smaller stores can browse the wider range of products available from M&S and have their purchases delivered next day.