Marks and Spencer 2012 Annual Report Download - page 29

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Marks and Spencer Group plc Annual report and financial statements 2012 27
Overview Strategic review Financial review Governance Financial statements and other information
Strategic review
CONSUMER INSIGHT
“ I love being able to view
the full range online
and then pick it up at my
smaller local store.”
Innovation
French website
In October we launched
our first international
website, serving
customers across
France. Priced in euros
and with local delivery
prices, over 10,000
products from our
Clothing and Home
ranges are available on
the French language
website.
Trialling new technology
This year we installed Wi-Fi in ten
stores so customers could more
easily access product information via
QR codes on store décor. In February,
the new Aurasma augmented reality
app helped us bring the model on our
Valentine’s Day billboard at Waterloo
Station to life. We also became the
first UK retailer to create an app for
Samsung’s internet-connected TV.
To view the interactive ad
(you need an open internet connection)
1. Download and instal the ‘Aurasma
Life’ app to your smartphone.
2. Open the Aurasma Life app and
point the camera at the ad.
Style Online
Style Online uses
multimedia technology to
extend the reach of our
clothing sub-brands into
smaller stores. Catwalk
videos and our
interactive outfit builder
tool complement product
samples in a boutique
style environment.
Customers can purchase
products from order
points or through a
dedicated advisor.
M&S Outlet online
Our successful M&S Outlet format
was launched online, offering even
more customers access to fantastic
discounts on our clothing ranges. The
site received over 1.1 million visitors in
its first six weeks and the buzz around
the launch helped boost sales at our
existing 47 M&S Outlet stores.
Christmas Food
to Order
For the first time, our
Christmas food was
available to order online
for collection in store.
40% of customers took
advantage of the new
service and total sales
were up over 20% as
a result.
Those with a QR
reader can use the link
below to view the
Style Online video