A world first concept store to celebrate our return to the Netherlands, M&S Kalverstraat was a true multi-channel store.

Ostensibly a Food Hall, we took a small amount of footage and created a shopping experienced that both celebrated a few stocked M&S hero lines such as our cashmere jumpers, but also showcased regular drops of new fashion lines that were sold by sample as well as offering the entire catalogue through our endless aisle in-store Browse & Order points.

Large screens allowed customers to scan a sample product to find out more information about the item and see catwalk videos. Customers could then swipe these to their online basket and then pay for their items via mobile phone, on the in-store order points or online when they got home via the newly launched www.marksandspencer.nl.

A variety of technologies were used in this development including Microsoft Azure for the large screens and Demandware for the Browse and Order Points. The latter involved developing a full set of transactional API’s for our Demandware stack allowing us to have total control of the presentation layer and devices whilst maintaining an incredibly joined up experience for customers.