Marks and Spencer 2013 Annual Report Download - page 29

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Marks and Spencer Group plc Annual report and financial statements 2013 27
Overview Strategic review Financial review Governance Financial statements and other information
Strategic review
CUSTOMER INSIGHT
“ I expect to be
able to shop
whenever and
wherever I want.”
Virtual makeover
Our virtual makeover counter
uses facial recognition
technology to enable customers
to upload a photo and
experiment with the latest beauty
trends. Featured both online and
in store, it has attracted more
than 200,000 visitors to date.
Mobile app
Downloaded over 580,000
times since launch, our
iPhone app puts a whole
store’s worth of product in
our customers’ pockets.
It reached the top position
in iTunes Free UK Lifestyle
Apps and we continue to
add new features, such
as M&S Live, which allows
customers to generate
exclusive video content
from printed images
using augmented reality
technology.
The customer remains at the heart of
all our multi-channel initiatives and
we must continue to respond to their
changing needs, as we aim to help
them truly shop their way with M&S.
2013/14 is a milestone year in our
multi-channel journey. The launch of
our new website platform, coupled
with a fully operational distribution
centre, will significantly enhance our
capabilities and help make M&S.com
the flagship experience for our
customers – showcasing our entire
product range, bringing the M&S
brand to life and offering a brilliant
buying experience.
More inspiration
Online is not simply a
place to buy, it’s where
customers come to
find inspiration and
advice. Launched in
November 2012, the
new Style Edit section
of our website provides
editorial features and
videos on the seasons’
latest trends, as well as
carefully selected outfit
ideas for every
occasion.
Reaching more
customers
Our international multi-
channel expansion continued
this year, and by April 2013
we had transactional websites
in ten markets. We further
improved our multi-channel
offer, with fully mobile
optimised sites and through
the introduction of Shop Your
Way to our French and Irish
markets.
Looking ahead
Discover more online
NO
INNOVATION