In the new IRUK 500 Brand & engagement Report 2015 we spoke to David Walmsley, director of M&S.com, to find out how the multichannel retailer went about finding out how its customers would like to engage with its website, as it moved to a new in-house developed platform, and how it put that information to work.
He told us how the retailer’s research uncovered two styles of online shopping among its customers. While shoppers would sometime take a functional, transactional approach to shopping, choosing quickly and buying, sometimes they would want help. In responding to those twin needs, the retailer came up with a website where content sat side-by-side with commerce, while social media runs alongside engaging customers in conversation or answering their questions.
Find out more by reading the piece in full here or downloading the full report.
