M&S has begun a small-scale test run of a fresh take on the established click and collect formula, meaning that customers who place orders for clothing via safe shopping online can get items handed to them in their cars without ever having to leave the vehicle.

It has also implemented completely contactless click and collect capabilities in a couple of stores, with the aim being to encourage people to keep spending even if they are still uncomfortable with the idea of actually heading into the stores themselves.

Click and collect was already a popular option prior to the pandemic, but now it seems even more significant for retailers that have a bricks and mortar presence and intend to reassure customers that their safety is of paramount importance.

Of course, it is not just a means of shielding consumers from the risks that exist at the moment but also of minimising the amount of queuing that is required. People can pick a time to collect their online order and essentially enjoy the same benefits of other drive-through experiences when they arrive.

Company spokesperson Neil Phillips said that the adoption of digital technology to overcome current complications facing the retail market was key to the long-term success of M&S, as well as a means of meeting customer needs and streamlining the shopping process in a post-coronavirus world.

As the trial continues, the retailer will be seeing input from the customers who make use of the click and collect service so that changes and improvements can be made before it is eventually rolled out to more locations.

M&S is one of the many firms that has also had to adapt many of its behind-the-scenes strategies in order to cope with increased demand for online orders during the pandemic.