Marks & Spencer Case Study | Multichannel Vision | Usablenet

Marks & Spencer

Marks & Spencer mobile tablet and kiosk homepages

About Marks & Spencer

End-to-End Solutions to Support A Multichannel Vision

With a prestigious and successful history going back nearly 130 years, Marks & Spencer had its eyes facing forward with the goal of becoming a true multichannel retailer, able to deliver a 360-degree customer experience consistently across every channel. The company partnered with Usablenet to build a number of end-to-end mobile and multichannel services, including:

  • Mobile site – Enables users to browse and shop the company’s full range of inventory, build and retrieve wish lists, and share their finds on social media.
  • Customer-facing app – A fully transactional iPhone app includes a store locator and barcode scanner to find product information.
  • Employee-facing app – Empowers in-store sales associates by adding valuable functionality to their iPads.
  • In-store kiosks – Provides users with touchscreen access to the full product inventory and the ability to build outfits.
  • Multi-channel capabilities – “Virtual Baskets” and “Style Online” capabilities enable customers to start journeys on one channel and complete them on another.

Transitioning to multichannel success

In addition to the above, Usablenet’s platform and API services helped Marks & Spencer re-platform from Amazon Enterprise to IBM Websphere by allowing the core desktop experience to be transitioned while retaining the UX for mobile sites and apps. In the first three months after launch of the mobile site and customer-facing app in 2012, there were over 1.2 million unique mobile site visits and over 10 million page views. Today, sales on mobile and tablet have increased by over 200% and account for 18% of online sales.


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