A 10-year relationship is still going strong.
For almost a decade, LBi has been M&S’s ‘complete digital agency’. We have maximised their online presence through a myriad of well-executed strategies designed to help attract new customers and retain existing shoppers. We work out current strategies and future opportunities. Together, we set rigorous benchmarks and review them over time. And, LBi’s performance against these targets continues to be higher than industry ‘best’ standards.
One small step, one big website
Like many retailers in 90s, M&S’s initial cautious approach to digital has moved on so they now see their online offer as one of the major contributors to their marketing mix. Our objectives have always been to grow revenue and sales, maximise the customer experience and make M&S a leading force in the digital arena, just as it is now in retail. Now their new Amazon platform e-commerce site holds the largest range of M&S produce available anywhere.
Socks to sofas and cheese to chess
Our media team plan and execute effective strategies to get people to the site. In 2005, our strategies increased M&S’s revenue by 10%. Yet the customer base is hugely varied. They buy everything from school uniforms to leather wastebaskets and when they don’t know what they want, it’s our job to inspire them. We attract and acquire customers through specialised campaigns, like ‘Look behind the label’ or Mother’s Day. And we keep them returning to M&S with online communications, media pushes, site auditing and more.
Looking to the future with LBi
We’re always looking to pre-empt M&S and anticipate what their customers might want or need. We’re continually conducting customer research panels to see how we’re doing or what’s next. We take part in fact-finding research trips and market briefings so we can get our business planning, executing and modelling spot on. That’s why, after 10 years, our relationship just gets better and better.
M&S Mother's Day
Click here to please your mother
M&S wanted to increase the online sales of their strongest Mother’s Day sellers - flowers and womenswear – as well as other add-ons such as chocolates and champagne. The offer included a bouquet of flowers with a low price point to encourage a fast response.
Mum’s the word
M&S’s Mother’s Day market is very diverse. To target different markets, the creative was placed on male-magnet sites like skysports.com as well as broader reach sites like aol.com.
A quick pick-me-up for sales
The creative solution showed a mother running around after your cursor, picking up the junk you leave behind you. It used the line: ‘Pick up something special online for someone who always picks up after you’. Viewers were sent straight to a Mother’s Day destination page packed full of choice.
A happy Mother’s Day
The result was more than 45,000 hits in the week before Mother’s Day and a huge return on M&S’s investment. Most importantly, the campaign created a lot of happy mothers.
‘We consider LBi to be a core part of the Marks & Spencer e-commerce team and have valued their input and commitment.’ Peter Robinson, Executive, Head of E-commerce.
http://www.marksandspencer.com