Marks & Spencer embodies ‘bricks and clicks’

AMSTERDAM — British retailer Marks & Spencer has unveiled its latest concept store, bringing its “clicks and bricks” strategy to the Dutch capital after a 10-year absence from the country. The 5,000-sq.-ft., women’s clothing-focused store includes features like a “virtual rail,” which it calls the first of its kind. The rail is a display that integrates physical rails of clothing samples with digital rails, consisting of three 46-in. video screens and three physical rails that each hold 50 items of clothing, designed to showcase the latest trends, with updates every six weeks.

In-store order points and staff equipped with iPads allow customers to place orders for free delivery to the store, or customers can shop with their own mobile phones using the store’s free WiFi. The company plans to open three new full-line stores in Paris this year, as well as a flagship store in Belgium and dedicated website for customers in Luxembourg.