Marks & Spencer Returns To Amsterdam With Tiny Omnichannel Concept Store

U.K. retailer Marks & Spencer has opened a new omnichannel concept store in Amsterdam after a 10-year absence (the chain closed all its stores outside the U.K. and Ireland in 2001). The twin focuses of the 5,500-square-foot store (yes, it's that small) are food and women's clothing, but it's largely a showplace for the chain's omnichannel efforts. The store has the usual collection of associate iPads omnichannel features, but also includes a "virtual rail" that combines three 46-inch video screens and three physical rails of clothing—the idea is to showcase the latest trends with regular updates. It's ironic that there don't seem to be any "bricks and clicks" features for the food section, which is what's getting most of the buzz from expatriates and British food lovers. Apparently virtual teacakes just aren't the same. Slideshow