4 October, 2018

THE DIGITAL-FIRST M&S

Our wonderful colleagues create a fantastic customer experience at M&S. But it’s an experience that’s enhanced by state-of-the-art digital technologies. We’ve made online shopping our own and mobile device purchases on our website have more than doubled in the last two years. There’s more to it than that, though…

“Digital is about all of us thinking differently about technology; using it to change the way we work and to help customers,” said Vic, our Digital Director. “Digital is entwined in our customers’ lives, so it’s absolutely got to be throughout ours, too.”

Our dedication to be the retailer for the digital age is bringing bags of innovations to our stores:

Take our new Honeywell app. It currently lets our colleagues search for products, although – obviously after rigorous testing – we’re looking into the possibility of placing orders and processing payments. “The new system allows me to offer customers a more personal, bespoke, end-to-end shopping experience. The app makes the transaction much quicker so I’ve got time to spend with customers, finding out what they want. This is especially helpful in Suits as getting to know the right fit is crucial,” was the opinion of Nick, Commercial Manager at our Kew store.

Have you heard of Try Tuesday? Over 150,000 people have – they’ve signed up for membership to receive inspiration from our dedicated stylists on how to wear some of our top-selling products. And it’s really handy for Customer Assistants who work in our fitting rooms. “Try Tuesday is great because I can see products that might not appear in my store, meaning I get to see more newness,” Customer Assistant Doren said. “It only took two minutes to sign up; I’m looking forward to seeing my first email to get tips from my personal stylist to share with my customers!”

In May, we launched ‘shoppable’ posts on our main M&S Instagram channel. This means that customers can now click directly through from a post to buy a pictured product. “This is the perfect way to attract a younger, more trend-led customer. These customers want us to be where they are, and they’re on Instagram,” said Charlotte, Assistant Social Media Manager. We were the first UK brand to do this and from just one post in May we reached 30,000 people, generating 7,500 hits to our website.

And that’s not all we’ve done in the digital domain. We’ve introduced text messaging to let customers know when an order is ready for collection. We’ve created Office 365 accounts for store colleagues, connecting everyone on one platform. And we’ve created a new careers portal where people can use any device to search for all our jobs wherever they happen to be. Now, we’re trialling a new function on the M&S mobile app allowing customers to scan and pay for food products.

Retailers which survive will be the ones that keep pace with digital change. M&S will be one of them.

Inside M&S