New Hermes play technology is used by M&S to promote festive knitwear on customers parcels


Hermes, one of the UK’s leading consumer delivery companies, is delighted to announce that Marks & Spencer is its first retail partner to use its unique new video technology – Hermes Play.  The clever tech allows videos to be played on parcel labels using augmented reality that can be accessed by downloading the Hermes App.

For retailers, Hermes Play adds a commercial opportunity to parcels, as the promotional videos can also be accessed throughout the parcel’s tracking, including notification emails, enabling retailers to promote their brand throughout the parcel’s journey to its end recipient, and ultimately drive website traffic through to purchase.

M&S is using the tech to promote its festive jumpers to its online customers who receive next day delivery from Hermes – and the technology will be on every parcel sent between now and Christmas. By downloading the Hermes App, customers will be able to see M&S’s festive video fronted by Holly Willoughby, where she shows off a range of Christmas knitwear.

Hermes Play was created by the company’s Innovation Lab and allows video messages to be added to a parcel label using the barcode. The parcel recipient simply needs to download the Hermes app and scan the Hermes Play icon on the parcel label to watch the video message.  The video uses augmented reality to bring the parcel to life so that the recording plays on top of the parcel itself. Alternatively, the video can also play on the Hermes website.

Nathan Ansell, Clothing & Home Marketing Director at Marks & Spencer, said: “This Christmas, we’re utilising a range of channels to show our customers we have everything they need to make it special – from festive knitwear to PJs for all the family. We’re really pleased to be trialling this with Hermes, with more customers ordering online the delivery experience is only becoming more important, and we’re looking forward to hearing what our customers think of this tech.”

Lynsey Aston, Head of Strategic Development at Hermes UK, said: “Marks & Spencer is the first retailer to take advantage of our unique product, created by the in-house Digital squad, which reflects the customer-centric style that Marks & Spencer are known for. Hermes Play enables consumers to send messages to family and friends, or can be used by businesses to target customers with commercial messages. Ultimately, Hermes Play’s designed to create a personal connection and make the experience of sending and receiving a parcel just that little bit more special.”

Hermes continues to make all deliveries on behalf of Marks & Spencer contact-free.