ECEW 2013 Jo Moran - Shop Your Way
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1 The Multi-Channel Customer Experience Jo Moran Head of Customer Service 1
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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.
Transcript of ECEW 2013 Jo Moran - Shop Your Way
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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
