Marks & Spencer Launches Live, Interactive Shopping on M&S.com – WWD

LONDON – Directly, from London, it Marks & Spencer.

One of the UK’s largest clothing, food and homewares retailers is kicking off the latest tech trend, allowing M&S.com customers to join a live broadcast, book questions for professionals at the store and shop while they watch.

The retailer launched its M&S Live Shopping series on Friday, with each weekly episode being able to shop and interact.

M&S worked with live-streaming software company LiSA on the service, allowing the retailer’s 13.5 million online customers to participate in the program. Episodes are streamed, hosted on the website, and can be replayed at any time.

M&S cites McKinsey research as saying in-person shopping is expected to account for 10 to 20 percent of global e-commerce by 2026. It added that the business is worth $170 billion in China. countries and is expected to be worth $25 billion in the US by 2026. In 2023.

The series began with a focus on retailer Goodmove’s domestic activewear line. The 22-minute premiere episode was organized by yoga teacher and holistic health coach Rosie Underwood and M&S head of lingerie designer Soozie Jenkinson.

Next week, the focus will shift from wellness and clothing to preparing for Valentine’s Day. M&S says “flower technologist” Kathryn Camps will discuss ideas “how to share the love this Valentine’s Day with perfect gift ideas.”

The store says its Direct Shopping series is the latest example of how it’s invested in providing customers “however, a seamless experience, wherever and whenever they choose to shop, while providing interesting style inspiration.”

M&S says it also sees in-person shopping as a new communication channel with customers, “giving M&S the opportunity to increase brand and style awareness and gather valuable customer feedback. More broadly, M&S is continuing to push the further development of M&S.com’s capabilities, with recent initiatives including the introduction of user-generated content and a ‘shopping’ button. “

Stephen Langford, director of M&S.com, described in-person shopping as a global trend born of social media. “We all know we are scrolling and engaging more with video content – ​​at home or on the go. Direct Procurement puts our experts front and center, and gives them the ideal platform to share the M&S difference. ”

The retailer launched the initiative as soon as clothing sales started to turn around. As reported, Marks & SpencerThe group’s efforts to tighten operations, limit discounts and mass sell third-party clothing brands paid off in the third fiscal quarter, with the group’s total revenue up 18.5 percent. % year-on-year to £3.27 billion.

Over a three-month period, the retailer’s ready-to-wear and home goods divisions benefited from fewer promotions and larger online deals. Revenue for the 13 weeks through January 1, including the holiday trading period, was 37.7% higher than the same period last year and 3.2% higher than 2019.

Online clothing and homeware sales rose 50.8%, helped by a “significant expansion” of in-store fulfillment.

Marks & Spencer has also worked to expand its offering to third-party brands on its ever-expanding fashion and beauty platform. It sells brands including Puzzle, Ghost, Nobody’s Child and Seasalt Cornwall.

It also sells products of Jaeger, which it bought out of management a year ago. As reported, the store is believed to be a potential buyer for Gieves & Hawkes, the Savile Row tailor owned by Trinity Brands Group, was officially launched earlier this month.

Following the release of third-quarter results earlier this month, Julie Palmer, partner at financial and business consulting firm Begbies Traynor, noted that the clothing and home goods division was the “big winner” in precious, an indication that M&S is controlling that segment of business – which has long been plagued by supply chain problems, oversupply, promotions and competition from fast fashion retailers – under control.

She added: “What is clear is that the long-awaited makeover of one of the country’s most famous names seems to be finally gaining traction. ”

Ed Hill, Senior Vice President, EMEA at Bazaarvoice, a software provider that helps brands and retailers promote user-generated content on their e-commerce sites, said with the release. With Live Shopping, M&S is setting a precedent for other major retailers.

“This strategy will not only allow Marks & Spencer to be more relevant to younger shoppers, but will also put them in a higher position to drive traffic to both the website and social media pages. their products, as well as inspiring a new group of consumers to start buying things. It is only a matter of time before we see other retailers follow suit.”

Hill notes that “younger audiences, especially Generation Z, have huge spending potential, and because of the wide range of product choices available to them, they are also more fluid when it comes to brand loyalty.” brand. Retailers like M&S, which may have once targeted more mature customers, are now modifying their strategies to better suit younger consumer groups.”

He added that “the interactive nature of in-person shopping helps brands and retailers bring consumers together with other consumers, in an experience that goes beyond ‘just shopping’.”