M&S casts 50,000 employees in latest drive to share their favourite brand products
M&S has roped in 50,000 of its Foodhall employees to act as brand ambassadors for its ‘My M&S Favourite’ customer engagement campaign, featuring customer classics like Percy Pigs.
M&S Food has cast 50,000 employees in latest customer engagement drive
Launched simultaneously across 1,000 M&S outlets, the push will see staff don personalised badges which features their own favourite M&S products, backed up by shelf displays drawing attention to specific customer recommendations.
This dovetails with the findings of internal M&S research showing that 90% of customers are more likely to purchase an item that has been personally recommended to them.
Sharry Cramond, food marketing director, said: “From our much-loved Percy Pigs through to our famous Cornish Cruncher Cheddar, M&S sells amazing food and everyone has their favourite.
“Our colleagues are really proud of the products we sell and, in an era of personalisation, when nothing matters more to our customers than a friendly recommendation, this gives M&S a real advantage.
“We want to have some fun with customers over the summer with this campaign and we’re kick-starting it by using the influence of our people to get the nation talking about their favourite M&S products. And just for the record – mine is our Toffee Shortbread Petticoat Tails which are truly delicious.”
M&S previously banished Percy Pig from its till lanes amidst alarm at an explosion of sugar consumption in Britain.
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