Marks and Spencer is launching a new multichannel store format with free Wi-Fi and QR codes featured throughout.

The format will launch throughout ten stores and will encourage customers to connect online and discover more about the product range, from reviews to menus, whilst in-store.

The QR codes will allow the retailer to expand its range in smaller stores as shoppers can buy direct from their mobile.

Over the past 12 month Marks and Spencer, which was the first major UK retailer to launch a mobile-enabled website in May 2010, has experienced a 275% uplift in sales through the channel.

M&S head of mobile development Sienne Veit said: “We know customers research online before they buy and we want to help them to continue doing so when they are in our stores. By integrating QR codes into our decor we hope to make it easier for customers to choose the right products and help us better understand how they use mobile devices in our stores.”

Free Wi-Fi in-store is provided by The Cloud. Managing director of the service Vince Russell said: “It’s another sign of retailers appreciating the benefits of letting customers go online in-venue and experimenting with the marketing potential this technology offers them.”

The store trials are taking place in shops including Stratford City, Canary Wharf, Edgware Road, Carlisle and Bromley.