Marks & Spencer (M&S) is trialling Augmented Reality (AR) technology at its White City store in London.

The multinational retailer’s new app ‘List & Go’ shows customers exactly where each item is located on the shop floor.

Customers can build their shopping lists on the mobile platform and navigate the store to find the exact location of each item with “real time navigation”.

The app has an interactive and detailed map of the store – showing customers the fastest route to the next food item.

Retail Systems has approached M&S for comment on its new technology.

The move comes after the retailer reported strong performance in its latest financial results.

Earlier this month, the company revealed that overall sales reached £2.9 billion during the third quarter of the year.

M&S believes it is able to deliver the increased guidance set in November last year, expecting full year pre-tax profits of at least £500 million.

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