Marks and Spencer 2012 Annual Report Download - page 19

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Strategic review
Focus on the UK
Marks and Spencer Group plc Annual report and financial statements 2012 17
Overview Strategic review Financial review Governance Financial statements and other information
CUSTOMER INSIGHT
“ The Autograph campaign
feels stylish, contemporary
and chic.”
Autograph
Our new faces perfectly
encapsulate the
elegance, sophistication
and contemporary feel
of Autograph; their
worldwide appeal is a
great fit for our most
international brand.
Autograph led the
marketing campaign
for our recent return to
France and sales of the
range at our flagship
Champs Élysées store
are among the highest
across our entire
portfolio.
M&S Money
In a highly competitive
market, M&S Money
continued to be a
name to trust; with
over three million credit
card customers.
We have exciting plans
for M&S Money in the
year ahead, as we
continue to develop
our product offer.
Stories behind
the campaign
Social media channels
such as Facebook,
Twitter and Pinterest –
as well as our own M&S
TV channel – allow us to
better tell the stories
behind our campaigns.
We now have the most
engaged Facebook
fanbase of any top 20
retailer, with over
625,000 fans and more
than 75,000 Twitter
followers. This year we
launched M&S Stories, a
new online community
space that provides
the latest news and
expert insights.
The X Factor
Watched by over
13 million people,
our partnership with
The X Factor put M&S
at the heart of the
weekend. This year’s
finalists appeared in our
festive ad, singing an
exclusive version of
‘When You Wish Upon
a Star’. Refreshed on a
weekly basis in line with
the show, customers
told us it gave a more
modern edge to our
much anticipated
Christmas ad.
Unique