Marks & Spencer mobile strategy in the Gemalto Netsize Guide

Köln, (PresseBox) - Article based on an interview with Benji Meyer, Marks & Spencer in 2013 - for the Gemalto Netsize Guide.

Retail giant Marks and Spencer has invested heavily in a multi-channel future, developing feature-rich apps while filling its stores with free wi-fi, QR codes, kiosks and tablets. The ultimate aim? To blur the lines between online and physical shopping...

M&S was the first major high street retailer in the UK to launch a fully mobile-enabled website in May 2010. Last year, the site and the M&S app were re-designed as part of a bold strategy that would move M&S towards a vision of multi-channel shopping. The new app gives customers the ability to browse the full M&S catalogue as well as providing them with functions including a store locator, a QR code reader, a barcode scanner and a wish list application. The scanner helps customers scan to find alternative sizes and colours of a garment that may be unavailable in store, and then order it.

But all this progressive work has not stopped M&S from ignoring the basics. SMS, for example. Benjy Meyer, the retailer's head of new channels, says the utility of text makes it a critical channel. "We use SMS alerts for promotions and offers, and shortly we will use SMS to update customers on the delivery of the products they've ordered. It's extremely important," he says.

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