Marks & Spencer Marketing Strategy
Our plan Our aim is to make M&S a truly international, multi-channel retailer – accessible to even more customers around the world. We have created considerable momentum through a wide range of activities and are making good progress.
Focus in the UK
Trusted food - In a year when trust was more important than ever, customers turned to M&S for great quality, responsibly sourced food. Our innovation kept them coming back – with over 1,900 new lines.
Cheshire Oaks - Every aspect of the new M&S format comes together at our new store. Showcasing all our products in a visually stunning environment, the store boasts impeccable green credentials and has performed well ahead of plan since launch.
Perfectly edited - Our Perfectly campaign brought together a carefully edited collection of the iconic quality wardrobe staples that set M&S apart. Each ad offered easy style advice, showing different ways to wear these key items.
New Home concept - With clearer segmentation and a more multi-channel approach our new M&S Home concept drove a reappraisal of the offer. The new format is now featured in 33 stores.
Multi-channel
Online sales - More people than ever chose the convenience of shopping with us online. Improved navigation, greater choice and exclusive ranges and offers boosted online sales by 16.6% this year.
Free next day delivery - Shop Your Way orders increased this year, after we introduced free next day delivery to our stores. 54% of orders are now collected or placed in a store.
Castle Donington - Our fully mechanised 900,000 sq ft e-commerce distribution centre is the UK’s largest. It has the capacity to process and ship up to a million products per week to customers’ homes and M&S stores across the country. iPhone app - Sales via mobile increased 200% this year, following the launch of our first transactional iPhone app. It had received over 580,000 downloads by the year end.
International
Multi-channel expansion - We are building our European
Focus in the UK
Trusted food - In a year when trust was more important than ever, customers turned to M&S for great quality, responsibly sourced food. Our innovation kept them coming back – with over 1,900 new lines.
Cheshire Oaks - Every aspect of the new M&S format comes together at our new store. Showcasing all our products in a visually stunning environment, the store boasts impeccable green credentials and has performed well ahead of plan since launch.
Perfectly edited - Our Perfectly campaign brought together a carefully edited collection of the iconic quality wardrobe staples that set M&S apart. Each ad offered easy style advice, showing different ways to wear these key items.
New Home concept - With clearer segmentation and a more multi-channel approach our new M&S Home concept drove a reappraisal of the offer. The new format is now featured in 33 stores.
Multi-channel
Online sales - More people than ever chose the convenience of shopping with us online. Improved navigation, greater choice and exclusive ranges and offers boosted online sales by 16.6% this year.
Free next day delivery - Shop Your Way orders increased this year, after we introduced free next day delivery to our stores. 54% of orders are now collected or placed in a store.
Castle Donington - Our fully mechanised 900,000 sq ft e-commerce distribution centre is the UK’s largest. It has the capacity to process and ship up to a million products per week to customers’ homes and M&S stores across the country. iPhone app - Sales via mobile increased 200% this year, following the launch of our first transactional iPhone app. It had received over 580,000 downloads by the year end.
International
Multi-channel expansion - We are building our European