Omnichannel Platform Architecture

Marks & Spencer

Marks & Spencer Transforms its Global Strategy for a Digital Era

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.

Approach

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.

 

Marks & Spencer E-Boutique
Marks & Spencer E-Boutique

Challenge

The team was up to the challenge of designing a radical customer-centric experience that would amplify Marks & Spencer’s global digital presence. 

Marks & Spencer Website

Solution

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.

Marks & Spencer Website

Results

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.

More Work

Locations

46 Cities.
5 Continents.
1 Vision.