Digital redesign and innovation – Customer feedback and how M&S.com use it.
BRC – Omni-channel retailing 2015 – David Walmsley director of M&S.com marks and spencer
According to David Walmsley, director www.M&S.com, only 14% of all clothing purchases are made on-line. Granted, that varies by time of day and especially on Saturday nights when people are home, watching TV and browsing the internet.
It’s important to track convergence of content and commerce. Having an online magazine and social space is vital; and Walmsley feels M&S may need a more rounded approach stressing that retailers should obsess over what customers say. Here are some of M&S’s key customer drivers:
- Segmenting customers – Address pain points in the journey, listen and fix. We pool feedback and filter twice a day into a pipeline of fixes to optimise site.
- Overcome barriers for non M&S.com customers – Calling customers means they get to the root cause of the problem faster, rather than just sticking-plaster fixes. M&S.com have 6 people in Chennai that watch user-experience videos and identify the friction points solely to ID fixes.
- Responding to Customer trends – With daily magazine content and product enhancing imagery, use of white space and improved visual navigation allows the customer to browse and snack on content.
- Customer experience – This is back-end critical. Sites should have enhanced real time stock availability which is refreshed every 15 mins back to the warehouse and followed up with real time check out processes
- Delivering promises to customers – M&S have a 24/7 contact and logistics centre. This connect to a social space is necessary in case the system has not picked up a problem, customers are likely to have reported it on social media. M&S.com also supplies all stock in-store within 24 hours, 24/7 providing faster click and collect.
Code and analytics drive M&S as a business. A strategic differentiator for them is that unlike a lot of retailers, they have 80 engineers in house. This also gives them links to the popular start-up community eg dressipi, seedcamp, wayra, campus.M&S.com is now the flag ship for Marks and Spencer.
Christine de Largy, Managing Director of Impact Executives, experts in interim management, is passionate about the digital transformation of consumer businesses. She hosts a retail forum to facilitate debate around the issues retail businesses today face and also sits on the management and advisory boards of IORMA, the International Omni-channel Retail Markets Association.
About Impact Executives Ltd Impact Executives is a leading interim management provider to organisations of every size in the UK and internationally. Originally formed as a specialist practice within PA Consulting Group, over the past 25 years Impact Executives has helped over 2000 companies, including more than two-thirds of the FTSE 250 – find the very best executive interim management talent.
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