Marks & Spencer has introduced a new digital bra-fitting tool allowing customers to seamlessly book appointments and link to their Sparks cards.
According to M&S, which says it is the UK’s largest lingerie retailer, it now boasts a 37.5 per cent market share of the UK bra market.
M&S is now seeking to capitalise on its dominance in the market by launching a new digital service built in-house by its digital team.
This will allows customers to receive a personalised experience including appointment reminders and follow-up emails with recommendations for new products in preferred styles.
Sparks cards can also be linked to the tool, meaning bra fitters can scan their cards and receive all their details.
A customer who receives a bra fitting buys and average of two to three bras, and M&S is hoping to use data gained from the app to further increase this ratio.
“Tech is creating so many opportunities for all areas of retail which is really exciting,” digital change manager Amanda Glover said.
“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.”