M&S unveiled its “game-changing” tech partnership with Microsoft 20 months ago. What impact has it had so far?

In June 2018, Marks & Spencer unveiled its strategic partnership with tech giant Microsoft to test tech and AI in stores, which the retailer’s chief executive Steve Rowe said “could be a game-changer for M&S – and for retail”

But 20 months on, all has been quiet on the grocery tech front. Have the AI robots burnt out already or are they being kept under wraps until there is solid evidence the hard work has paid off?

What is possible

M&S and Microsoft said they would work together to explore how technologies such as AI can be used within the retail environment to improve customer experience and optimise operations.

M&S plans to integrate machine learning, computer vision and AI across every endpoint, both in stores and behind the scenes, with every surface, screen and scanner creating data employees can act on.

Cameras in-store will be able to provide real-time updates to staff to replenish stock and will monitor incidents such as spillages and alert staff when action is needed.

Technology will also provide data to management if specific aisles are more crowded than others or if the store layout would benefit from being changed.

External data is also analysed, such as local events that may lead to increased footfall, which allows the retailer to flex staffing levels accordingly.

Slow progress?
As impressive – and Big Brother-like – as this all sounds, the technology is still only being trialled in one unnamed M&S store, with no rollout plans as of yet.

Eagle Eye head of industry insight Miya Knights says the tie-up has been “slow to produce tangible results” but suggests benefits may have been made behind the scenes.

“It could be that much of the improvements to date have been made ‘under the covers,’ as it were, focusing on data and infrastructure development to boost flexibility and interoperability.