In touch with our customers
With disposable incomes under continued pressure, enjoying time with friends and family remained our customers’ top priority. They were determined to get the most from their limited spend – but this was not simply about price – customers wanted to feel every purchase was worthwhile. As a result, they sought inspiration from M&S on how to make the ordinary feel extra special and make time together more meaningful.
With this in mind, we launched Weekends In, a new umbrella promotional campaign, which offers customers a different delicious deal to enjoy every weekend. Our iconic Dine In offer sits under this banner, and is alternated with deals such as Roast for £5 and Chinese Takeaway for two – putting M&S food at the heart of the weekend.
Spotlight on products
Our Autumn/Winter campaigns were both aspirational and inclusive – showcasing our products using a representative range of models of different shapes, sizes and ages. With the spotlight firmly on our product offer, the campaign helped inspire customers as to how they could wear the season’s latest styles. Sales of featured lines were three times higher compared to the corresponding four weeks of the 2011 TV campaign.
Our Christmas campaign continued the theme of inclusivity – demonstrating how M&S offers something for everyone. Featuring the strapline The Greatest Hits this Christmas, the campaign took inspiration from the popular Christmas compilation album format and used a selection of popular tracks to highlight the seasonal products M&S is known and loved for – from cosy knitwear to stylish party outfits.
Our Spring ‘Perfectly’ campaign showcased the quality fabrics, unique innovations and expert design that set M&S wardrobe staples apart. Featuring iconic pieces such as our timeless £39.50 belted mac and a curve flattering crisp white shirt – each ad displayed different ways to wear these classic items – providing stylish yet affordable fashion inspiration.
Our Food campaigns concentrated on the outstanding quality and innovation that makes M&S Food famous – showing customers exactly why they can trust M&S for even the most important occasions. Our delicious products took centre stage to highlight how M&S can offer something different and make celebrations truly special. The miniature Belgian chocolate hot cross buns featured in our Easter ad sold out over Easter weekend.
Interacting with customers
This year, we used the latest technologies to help us create fully integrated campaigns that reflect customers’ changing behaviour. Our growing social media presence and the launch of our first mobile app helped us further join up our different channels to engage and inspire our customers.