Many retailers choose to reduce investment in their physical stores as shoppers opt for digital alternatives. But picking one channel over another violates our customer-centric thinking. With luxury retailer Marks & Spencer, we embraced what customers really want from a world that blends physical and digital experiences. By vigorously investing in both channels, customer satisfaction and profits have improved — and continue to grow.
Omnichannel Platform Architecture
Marks & Spencer drew on our customer-centric design thinking to deliver a robust digital presence as an equal component of its broader multichannel retail strategy.
The team was up to the challenge of designing a radical customer-centric experience that would amplify Marks & Spencer’s global digital presence.
The team launched a site for today’s empowered digital customer that supports 10 countries. Costs were contained by leveraging the out-of-the-box functionality of Demandware, which was extended with an ‘endless aisle’ experience to support mobile devices, tablets and kiosks. The organization’s customer-centric, digital-physical experience is manifested in stores such as space-constrained Amsterdam, where a first-of-its-kind “virtual rail” maximizes use of every square foot of real estate. Laura Wade-Gery, executive director for multichannel e-commerce, says:
Digital acts as the shop window to all our stores, products and brands. Bigger, bolder and better styled imagery inspires our customers with a clear style point-of-view enhanced with compelling editorial content that’s refreshed daily.
A ‘go global, think local’ strategy positions Marks & Spencer as a customer-centric, forward-thinking, leading luxury digital retailer. Sales on M&S.com rose by 38.7 percent in the first quarter of 2015.
An updated technology architecture aligns with a customer-centric strategy, drawing on predictive analytics and RFID to ensure shelves are fully stocked. Customer satisfaction is up, with buyers citing stock visibility as extremely important when shopping.