British retailer Marks & Spencer’s (M&S) has moved away from Amazon’s ecommerce platform to launch a brand new site, which will be focused around imagery to make products look more appealing to customers.
According to marketingmagazine.co.uk, the transformation cost the retailer £150 million and includes an update of all of its mobile sites and apps. M&S has stuck with Amazon’s platform for seven years, but believes a new look will help it expand to other markets outside of Britain and traditional commerce.
Head of online and digital marketing at M&S, Lou Jones, told marketingweek.co.uk that customers needed more content throughout the shopping journey.
“Content is like a shop assistant sitting at your site and guiding you through the shopping experience,” she explained. “We know that 24 per cent of customers are more likely to shop when they’ve been through content.”
Later in the year, a wider marketing campaign will aim to inform customers about the new website. For now, M&S will be focusing on social media marketing and its online Customer Relationship Management (CRM) programme in a bid to provide daily content to keep customers coming back to the site.