Marks & Spencer has created a digital lab to experiment with new technologies and appointed Kyle McGinn to lead the new division.

He will lead digital innovation in the company, working with a small team of specialist technologists who will trial new technologies, build prototypes and develop concepts for implementation at scale.

The team will enable the retailer to develop new digital opportunities for e-commerce, as well as in-store technology, digital marketing, and the use of digital platforms for employees.

"Over the last 18 months we've really embraced digital experimentation - from being the first retailer to join Samsung's Smart TV platform to the inclusion of Aurasma technology in our app.," said Laura Wade-Gery, executive director of multi-channel e-commerce.

"By strengthening our in-house expertise with a dedicated digital lab, we can move with even greater pace and deliver first to market technology and experiences for our customers."

McGinn joins the company from Reevoo.com, a company that provides social commerce software to major brands, where he has been chief technology and product officer since 2007.