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M&S pilots virtual try-on tech in two stores to digitally enhance physical experience

Marks & Spencer is to trial in-store virtual try-on technology for its Jaeger brand in its Oxford Circus and Harrogate stores as part of a push to a more personalised and digitally-enhanced in-store customer experience.

Shoppers add a head and shoulders photo and basic measurements to see themselves digitally in the Jaeger collection. Sales assistants guide customers through the process and give style advice.

The retailer is working with technology company Zyler, who’s CEO, Alexander Berend, describes the partnership as “a wonderful opportunity to get customers excited about shopping in-store. Shoppers could see themselves in the entire Jaeger range, including items not in stock at that location, to find the best items for them”. 

He adds, “We are delighted to be working with such an iconic brand as Marks & Spencer to improve the shopping experience”.

Coming to more stores?

Zyler is hoping to bring virtual try-on tech to more stores through a partnership with Digital display experience platform, Raydiant. The tech allows customers to see themselves in any outfit without having to physically try it on. This means that retail spaces can be transformed, maximising space and making use of the latest innovations in fashion. 

It also drives sales. When customers see themselves in items before purchase, they are more excited about the products, their confidence is boosted, and the brand becomes more inclusive, says Berend. Customers shop and buy more and are less likely to return the products they purchase. 

He adds: “We have partnered with Raydiant to help brands take control of their in-location experience. We have seen a massive impact with stylists helping their customers find perfect items with our virtual try-on solution, and now it’s easier than ever to get set up in-store.”

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