Marks & Spencer is testing a new way of selling accessories at a trio of branches including its Bluewater store.

Handbags, shoes, scarves and jewellery are all being traded from a new in-store environment at Marks & Spencer’s Bluewater store.

Developed by the in-house team working with design consultancy Four IV, the new accessories shop-in-shop is differentiated from the rest of the ground floor by white mid-shop equipment and perimeter walls that feature a geometric pattern. The floor also carries a similar pattern.

A number of technological elements have been introduced, including staff in the shoe area with headsets, enabling them to check size and style stockroom availability without leaving the floor, and an interactive screen, also in the shoe area. Content on the latter is triggered by RFID tags on the bottom of each pair of shoes, and the viewer can opt to see different pieces of information relating to each style.

The Bluewater store is one of three pilot branches with the new accessories shopfit, with the Pantheon on Oxford Street and the London Colney store also being used to assess its efficacy.