M&S launches campaign to promote online selling channels

06 May '14

5 min read

In order to introduce Style & Living online to customers, M&S has created a flagship brochure which will be available in store and via selected external media. This will be supported with campaign messaging across all of M&S’s online channels as well as direct mail and social media engagement with M&S two and half million online fans.

M&S.com

The new site has been built around the customer – with over two years of extensive testing with hundreds of existing and potential customers. The retailer also analysed customer feedback and analytics from its existing site to pinpoint 40 key customer insights to address – ranging from functional updates such improvements to the quality of search returns to fulfilling a bigger demand for more editorial fashion and lifestyle guidance.

With an increasing number of customers using online as a source of inspiration and research before they shop in stores or online, M&S has focused on delivering a better browsing experience, as well as an improved buying process.

To achieve this, the site includes a number of new features. Product images are up to 50% bigger and available as either cut outs or on a model shots. Images also include a new maxi zoom feature, as well as catwalk and 360o video so customers can see more of the product detail and better understand how it moves and fits.

With around 40% of customers shopping for outfits, not just single items, M&S aims to display around half of its womenswear range as outfits. These recommendations are featured on the product page or as part of styled galleries, with the option to browse outfits by trend, occasion or as a personalised recommendation.

It has also been made quicker and easier for customers to find exactly what they want. The new three tier navigation means customers can reach products in just one click and images have been included so customers can more quickly recognise ’what’s for me’.

By taking ownership of the site M&S has greater flexibility to respond quickly to emerging trends – and will continue to evolve the site with regular new releases and updates. M&S has invested in developing the in-house skills and capabilities to continue to innovate.

This includes a 50 strong software development team and the addition of a new software engineering focused graduate scheme, as well as a specialist digital lab function designed to apply a more start up mentality to innovation and testing.

With more customers shopping across different channels – store employees have also been involved in the new site development. Over 40,000 employees are already using the new M&S.com platform through 120 instore browse & order hubs and 1500 iPad assisted sellers are on hand to showcase the new site format.

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