In recent years, the digital revolution continues to transform how M&S does business. With more customers browsing virtual shelves and purchasing items online, M&S has invested heavily in its e-commerce strategy. The COVID-19 pandemic further reinforced the importance of delivering outstanding digital experiences. And while M&S adapted in many ways, one challenge remained: delivering its trademark exceptional customer services across all digital touchpoints, whether the customer is in store, at home, or on the go.
In the spring of 2020, M&S launched “Never the Same Again,” an ambitious plan to accelerate a company-wide digital transformation and establish M&S as a digital-first retailer. Alex Williams, Head of Growth and Personalisation at M&S, was tasked with supporting an initiative to create personalised interactions for millions of customers.
With Adobe Analytics and Adobe Target, both part of Adobe Experience Cloud, Williams and his team reshaped the digital experience and nurtured a culture of data and experimentation across the company. By relying on data, M&S can leverage insight into customers’ shopping habits and to serve up personalised recommendations and experiences.
“We went with Adobe apps because we had confidence in their ability to help us achieve personalisation at scale,” says Williams. “The apps are easy to use, which also means that we can increase adoption across a wide range of our colleagues.”