M&S launches mobile checkout in six London stores

M&S Simply Food customers no longer need to visit the checkout to pay in store, instead the retailer has deployed an update to its mobile app so shoppers can use their smartphone to scan and pay for items up to the value of £30.

The retailer’s ‘Mobile, Pay, Go’ solution allows customers to skip the queue and purchase food using their smartphone and immediately leave the store. M&S claims busy lunchtime shoppers can now purchase their lunch – sandwich, crisps and a drink – in under 40 seconds.

The solution will be available in six stores ahead of Christmas, following a trial at its Waterside Simply Food store over the summer.

The store at M&S HQ in Paddington now sees 20% of sales through Mobile, Pay, Go, with an average of 170 items being purchased through the app every hour. Following the trial with M&S employees, more than 1,500 people have used the solution and a third of those make over five transactions per week.

The service is also now available in Edgware Road, with West Hampstead, Bankside, Canary Wharf and Stratford Westfield to roll out the technology in the coming weeks. Customers wanting to try out the service need to open their app, select ‘more’ and scroll to ‘Mobile Pay Go’. If they are in the vicinity of a participating store, 4G technology connects the smartphone to the store.

Baskets up to the value of £30 can be transacted through the iPhone app using Apple Pay or a card previously saved to M&S.com.

“Digitally enabled stores that offer a seamless customer experience are a crucial part of our transformation and our ambition to be a digital first retailer,” said Sacha Berendji, retail, operations and property director at Marks & Spencer.

“Our customers – especially those who come to us for lunch – are so busy, any tech that can speed up the shopping experience is a massive benefit to them.  Crucially, it also means our brilliant colleagues are freed up to offer great service in other parts of the store, helping to improve the overall experience in the lunchtime rush. We’re moving with pace and we can’t wait to hear what our customers think.”

M&S Mobile, Pay, Go is the latest in a number of technology solutions to help speed up convenience shopping for customers, with the likes of Tesco, the Co-op and Sainsbury’s all launching their own mobile apps in a bid to keep up with digitally-savvy consumers.

The M&S solution was initially made in collaboration with The App Business, but the roll out is being managed and developed in-house at M&S.