Unlike many other retailers M&S had the problem of too little customer communication. Great products with plenty of benefits but shoppers struggled to find them and then weren’t presented enough information to make informed decisions on whether they should go ahead and purchase.
WHAT we did
We started the project with a full store audit across all departments looking at the customer journey, hierarchy of communication and how good / better / best was presented. From this the home department became the starting point to address. Several interviews and store walk-rounds took place with buyers to extract key product information that can be converted into customer comms. Everything from high to low POS was addressed - formats, copy, styling and imagery.
WHAT we DELIVERED
Templates for all POS were created and then a communication pack to aid roll-out by the internal design team.
NAVIGATING THE WAY
We looked at how customers navigated stores and through formatting, styling and imagery, created a clearer journey and hierarchy of information.