M&S's chief executive, Marc Bolland, has yet more changes in mind to add a contemporary feel to the fashion offerings without making the styles too young for the store's core customers. And Bolland is putting more into the online presence, as well as encouraging multichannel shopping. Now the store will tailor product mix to each market, instead of using store size as the guide to the merchandise. This marketing change makes a lot of sense, as it will address customers' needs rather than the retailer's needs.
M&S has joined the Facebook world (with nearly 300,000 likes), where it posts photos and videos of its newest fashion range. Currently, the M&S Twitter account (with more than 25,000 followers) is featuring Percy Pigs, the pink confectionery treat. Customers can sign up for text alerts as well.
The retailer is carefully expanding, with a new store planned for Gloucester (replacing two older stores in the area) and one in Ellesmere Port that, when opened in 2012, will be the chain's second-largest unit.
Finally, M&S TV keeps customers up to date on the latest fashions, interviews and product introductions.
