Marks and Spencer 2013 Annual Report Download - page 18

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Strategic review
Focus on the UK
Marks and Spencer Group plc Annual report and financial statements 2013 16
Our brand
Spotlight on products
Our Autumn/Winter campaigns were
both aspirational and inclusive –
showcasing our products using a
representative range of models of
different shapes, sizes and ages. With
the spotlight firmly on our product offer,
the campaign helped inspire customers
as to how they could wear the season’s
latest styles. Sales of featured lines were
three times higher compared to the
corresponding four weeks of the 2011 TV
campaign.
Our Christmas campaign continued the
theme of inclusivity – demonstrating how
M&S offers something for everyone.
Featuring the strapline The Greatest Hits
this Christmas, the campaign took
inspiration from the popular Christmas
compilation album format and used a
selection of popular tracks to highlight
the seasonal products M&S is known
and loved for – from cosy knitwear to
stylish party outfits.
Our Spring ‘Perfectly’ campaign
showcased the quality fabrics, unique
innovations and expert design that set
M&S wardrobe staples apart. Featuring
iconic pieces such as our timeless
£39.50 belted mac and a curve flattering
crisp white shirt – each ad displayed
different ways to wear these classic
items – providing stylish yet affordable
fashion inspiration.
Our Food campaigns concentrated on
the outstanding quality and innovation
that makes M&S Food famous – showing
customers exactly why they can trust
M&S for even the most important
occasions. Our delicious products took
centre stage to highlight how M&S can
offer something different and make
celebrations truly special. The miniature
Belgian chocolate hot cross buns
featured in our Easter ad sold out over
Easter weekend.
Interacting with customers
This year, we used the latest
technologies to help us create fully
integrated campaigns that reflect
customers’ changing behaviour. Our
growing social media presence and the
launch of our first mobile app helped us
further join up our different channels to
engage and inspire our customers.
“ Our brand is one of
our strongest assets;
inspiring trust from
customers.”
Steven Sharp
Executive Director, Marketing
Food Glorious Food
In February we joined ITV’s
Food Glorious Food on a
mission to find the nation’s
favourite recipe. Hosted by
Carol Vorderman, a team
of experts travelled the UK
in search of the very best
home cooked recipes.
Chosen by viewers, the
winning dish was Rahila
Hussain’s Fragrant White
Chicken Korma, which was
sold exclusively by M&S,
with 40p from each sale
going to Great Ormond
Street Hospital.
Integrated campaigns
We provided a compelling
reason for the many
customers who watch TV
with a mobile or iPad in
hand to interact with M&S,
with a TV ad that offered the
chance to win £5,000 by
naming the artists in our
Christmas campaign. Over
32,000 customers entered
via social media, causing
#greatestHits to become the
second highest global
trending phrase on Twitter.
Our campaigns demonstrate that we
are in touch with our customers –
making M&S relevant to their
changing needs. In an increasingly
competitive landscape, our marketing
activity focused on the innovation and
quality that make our products
different and special – providing a
clear reason to shop with M&S. By
better integrating our marketing
channels we helped put M&S front of
mind for customers – however they
chose to interact with us.
In touch with our customers
With disposable incomes under
continued pressure, enjoying time with
friends and family remained our
customers’ top priority. They were
determined to get the most from their
limited spend – but this was not simply
about price – customers wanted to feel
every purchase was worthwhile. As a
result, they sought inspiration from M&S
on how to make the ordinary feel extra
special and make time together more
meaningful.
With this in mind, we launched
Weekends In, a new umbrella
promotional campaign, which offers
customers a different delicious deal to
enjoy every weekend. Our iconic Dine In
offer sits under this banner, and is
alternated with deals such as Roast for
£5 and Chinese Takeaway for two –
putting M&S food at the heart of the
weekend.