Marks & Spencer moved forward with its International, Multi-channel transformation plan with a briefing on its recently launched .com business. It also launched a brand new customer campaign aimed at promoting its online selling channels to new and existing customers.
In a presentation held at its central London Multi-channel hub, Marc Bolland, Laura Wade-Gery and the senior M&S team talked through the business and cultural changes that are underway as part of M&S’s transformation journey and gave details of the new customer recruitment campaign: ‘Discover the new marksandspencer.com’.
Core to the plan is the new website, M&S.com, that launched in mid February as part of M&S’s drive to create an agile, flexible trading platform that caters for current consumer shopping needs and is fit for the future.
Laura Wade-Gery, M&S Executive Director of Multi-channel, E-Commerce, said: “Multi-channel shopping represents the future of retail and lies at the heart of our transformation plan. That’s why we have invested in building our new web platform to be in tune with our customers’ needs and fully integrated with the rest of our business. We are now well set up to adapt and change quickly and cost efficiently for future requirements.
“In line with this is our new focus on blending content and commerce to inspire customers and drive sales. Customers are 24% more likely to buy if they have had access to editorial content. The campaign that we have launched today aims to drive customers to experience the content rich website that we have created especially for them.”
The ‘Discover…’ campaign is designed to convert some of the 19m M&S customers who currently shop in store but not online with the retailer as well as attract entirely new customers to M&S. Launching across M&S’s owned channels and in over 400 M&S stores nation-wide today, the campaign invites customers to visit the new M&S’s new online flagship and experience for themselves how much it has to offer.
A key focus will be the new website's dedicated editorial hub – Style & Living – which offers daily updated content from an editorial team comprising journalists from top titles – as well as celebrity and guest editors. This feature helps strengthen M&S’ style credentials, offering a clear point fashion point of view. The fashion, food and lifestyle features will be shared daily with its social media fans.
It is the first time that M&S has so extensively promoted its website in its stores where the windows will be given over to messages that highlight the new editorial focus of the website.