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Marks and Spencers is transforming itself into an international multi-channel retailer, as part of their 3 year plan laid out in 2010. Jo provides an update on progress, and how the delivery of Customer Experience is localised across countries that they operate in.
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The Multi-Channel Customer Experience
Jo Moran Head of Customer Service
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The multi-channel customer
Multi-channel business today
£560m revenue
CAGR 25%
Over 12% of GM sales (4% 4 yrs ago)
2% of food sales
High proportion of orders touch a store
Profitable business
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We are No. 3 in online clothing & footwear...
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6% v 11% in store
6% share online, 11% share in total6% share online, 11% share in total
Source: Kantar Worldpanel data to 2nd September 2012
Customers’ experience of M&S online reflects this heritage
Customers rate as excellent
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This has determined our investment & improvement prioritiesThis has determined our investment & improvement priorities
Source: ABA
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8%8%16%16%
2009 2012
We’ve seen good growth in the % of multi-channel shoppers
M&S online customers
M&S multi-channelcustomers
Total customer base
Owns lots of technology
Laptop
79%
Smartphone
52%
Tablet
35%
Affluent femaleTypically aged 55 - 65
The multi-channel customer at M&S
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Banking
67%
Ticket/Travel
65%
Uploading photos
46%
42%
Downloading music
22%
Pace of change will continue to grow
Multi-channel is a huge opportunity for M&S
More reach
More spend per customer
New points of entry to the brand
Only at M&S
Work our store estate harder
Seizing the opportunity
A world class infrastructure
Multi-channel thinking
Embracing experimentation
Shown the way by “Shop Your Way”
Re-inventing shopping
More dialogue and inspiration
More choice and better availability
Easier and more convenient
New opportunities for employees
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Creating more dialogue
Inspiring through integrated campaigns
First integrated campaign
Product plus editorial view
Reacting to customer lifestyle
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50% increase in online coat sales50% increase in online coat sales
More inspiration in store
More choice and better availability
Easier and more convenient
Lead time down from 4 days to 1468 stores including Simply FoodsMore to come as we launch EDC
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Easier and more convenient
Helping employees offer better service
Engaging
Training Tools for the job
Updating
Joining it up for the customer
Any questions
