What we do
We use lean startup techniques to experiment with new digital-first business models at M&S.
We experiment with ways to make shopping really easy for our customers: we want our customers to browse, discover, and buy in ways that suit them. We question our customers' needs and wants, and reimagine how to fulfil them from the ground up.
Find out more about our experiments below and on our blog.
Some of our experiments
In stealth mode
In stealth mode
To observe demand for a service to help our customers know what to wear and how to style it; solving daily wardrobe dilemmas and helping our customers break out of their fashion comfort zone.
An experience that provides our customers with a personal stylist in their pocket – someone to curate the items that best suit them, and make knowing what to wear as effortless as possible.
Tuesday stylists do the hard work for their customers, building a strong rapport with each one in the process. The result has been phenomenal spend and loyalty.
The Shirt Shop
To observe whether a rich, considered, domain-specific ecommerce experience can out-perform its original counterpart.
A market-leading ecommerce experience that showcases our tailoring credentials, and simplifies shopping for our customers.
The Shirt Shop outperformed the standard ecommerce experience of our main website with some metrics improved by over 100%.
Improvements are being rolled back into the main website.
Cook With M&S
To observe how well a native experience for our recipe content would perform compared to traditional print.
A mouth-watering recipe app filled with delicious recipes, topped with a stunning cooking experience including timers and a full-screen cooking mode.
Cook With M&S was featured by Apple achieving 150,000 downloads within the first 10 days. It reached #1 in "Food & Drink" and still maintains a five star rating.
It now features throughout M&S food marketing campaigns.
M&S Style Board
To observe if our customers would create and share outfits featuring our womenswear range.
An addictive and social outfitting experience that helps with discovery and inspiration.
M&S Style Board saw incredibly high engagement and interaction metrics among customers creating and browsing styles.
It became one of the highest converting sources of traffic back to M&S.com.