// M&S clothing & home stores will feature contact-free bra fitting services when they reopen from April 12
// M&S launches omnichannel service with bra fitters ready to welcome customers again in-store or online
// M&S also rolls out Pay With Me service in lingerie fitting rooms, a digital on-the-spot payment solution
Marks & Spencer has announced that its clothing and home stores will feature contact-free bra fitting services as it prepared to fully reopen once lockdown is lifted from April 12.
The high street stalwart added that the service will also be available for customers on its website via an online bra fit offer after initial trials of the service during lockdown.
M&S said adapting its bra fitting service to include the option of the online platform was part of wider plans from its lingerie department to offer customers “more relevant products and services for a post-Covid world”.
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New research shows 65 per cent of M&S lingerie customers were excited to return to the shops. The retailer said it surveyed around 1000 customers.
M&S added that the Covid-19 pandemic has demonstrated that while customers have adapted to online shopping, for many there was still a preference for in-store shopping for this category.
Meanwhile, the retailer is also improving the in-store service at 50 of its bigger stores by utilising the Pay with Me service that was first trialled over Christmas in M&S Food stores.
Pay with Me means during a bra fit appointment, customers can purchase their lingerie without even visiting a till – they pay via card or Apple Pay on one of M&S’s handheld payment devices.
“I want every woman to be confident she can buy her bras from M&S – whoever she is, however she shops, whatever her needs,” M&S lingerie director Laura Charles said.
“This means every customer needs to be able to access not just our amazing products but our lingerie expertise.
“Our new and improved bra fit service means customers have the choice to talk to our fabulous team not just in-store, but also from the comfort of their home.
“And when they’re in store we’re making it easier & more convenient than ever with pre-booked appointments and our new digital payment option – Pay with Me.”