M&S overhauls flagship desktop site and updates mobile apps
Marks and Spencer has revamped its digital platform as it “evolves with emerging customer and technology trends.”
The retailer spent two years analysing customer feedback and pinpointed 40 key areas it wanted to address.
The new desktop site has improved search functionality and global navigations but central to the overhaul has been the editorial fashion and lifestyle guidance it now offers.
It now displays around half of its womenswear range as outfits which are featured on the product page or as part of styled galleries, with the option to browse outfits by trend, occasion or as personalised recommendation.
“We've put customers at the heart of our rebuild so that our new site really reflects how they want to browse and shop with us,” explained Laura Wade-Gery, executive director multi-channel e-commerce at M&S.
“Online acts as the shop window to all our stores, products and brand, so we've used bigger, bolder and better styled imagery, and we aim to inspire and help our customers with a clear style point of view and compelling editorial content that’s refreshed on a daily basis. We now have the capability to respond quickly and efficiently in a world where customers, technology and trends are constantly evolving.”
In comparison to the old offering, product images are up to 50 per cent larger and can be viewed in a catwalk and 360-degree video.
The new site also includes a dedicated editorial hub – Style & Living – which will also be shared daily with its two million social media followers.
Additionally, a new tablet site has also rolled out as well as updates to its mobile sites and M&S has said it will continue to evolve the platforms with regular new releases and updates.
The digital overhaul is being promoted to customers via M&S’s social channels but a marketing campaign is planned for late Spring 2014.