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View our On-demand Webinar, “Implementing a mobile strategy in retail”. This session, run in partnership with the IMRG and Marks & Spencer, features key questions retailers should be asking in mobile and an interview with Sienne Veit, Social and Mobile Commerce Development Manager, Marks and Spencer.

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On-demand Webinar – Marks & Spencer

Marks & Spencer

Overview

Marks & Spencer (M&S) recognised customers were increasingly using mobile devices to view their existing ‘desktop’ web site and make payment transactions. The purpose of the mCommerce project was to extend the M&S brand on to the mobile channel and to create another direct communications channel with consumers.

Strategy

M&S’s strategy was to make it really easy for consumers to interact with their brand on mobile. They worked with MIG on the user experience, design and functionality to launch of their first ever mobile internet site which gives shoppers opportunity to browse and purchase the full M&S product range of 24,000 items, spanning women’s clothing to furniture.

MIG’s consultancy took a phased approach which included ‘Discover and Definition’, ‘Concept look & feel’, ‘Design refinement & approval’ and ‘Making sure the site worked on multiple handsets’. Features include a store finder, the ability to search per product and to refine to a specific item, the facility to register account information and more.

Additionally the M&S website is now optimised for different handsets, recognising the users’ handset and operating system and serving them with the relevant and most engaging site for their personal device.