Marks & Spencer, one of the UK’s leading retailers has worked with Mobile Interactive Group (MIG) for consultancy on the user experience, design and functionality for the launch of their first ever mobile commerce internet site, in partnership with Usablenet.
The purpose of the site is to extend the Marks & Spencer brand onto the mobile channel, to create another direct communications channel with consumers and to enable consumers to access all product lines on the move as mobile is now being treated like the web.
The m-commerce site, which launched on 12th May 2010 has a clear, simple, effective design which presents the user with a quick route to access their desired product. To date the site has delivered some impressive results, outstripping initial KPI’s.
• 1.2m unique visitors since launch
• Over 10m page views
• More than 13,000 orders from site since launch
• The most popular handsets used to access the site are primarily iPhones and secondarily Android devices • Types of products purchased range from wide screen TV’s to sofas and clothes
• £3280 is the single largest value order (for two sofas)
Consultancy for the development of the m-commerce mobile internet site between M&S and MIG, in conjunction with Usablenet, commenced in early April this year and took a phased approach, Phase one being ‘Discover and Definition’, moving through to ‘Concept look and feel’, ‘Design Refinement and Approval’ to ‘Making sure the site worked on Multiple Handsets’
Throughout all phase’s user experience, design and usability were core to discussions. Features on the site include a store finder to locate your nearest outlet, the ability to search per product and then to refine these searches to a specific item, to facility register account information, and the site boasts a full product range for Women’s, Men’s, Kids Clothing, Home and Furniture, Technology and more.
Sienne Veit, Social and Mobile Commerce Development Manager, Marks & Spencer said, “We approached MIG because of their success in the Retail space, their capabilities in delivering great mobile campaigns and for their in-depth understanding of the mobile consumer experience.
“For M&S the m-commerce site is all about getting product quickly and easily to consumers via mobile and paying for their product on their mobile device. Our aim is to integrate mobile as a channel to stand alongside web, phone and stops as part of ‘Shop Your Way’, to increase basket size and drive sales. We’ve also incorporated a customer feedback facility to enable customer review’s, we’ve also given consumers a choice of delivery method.”
Tim Dunn, Director of Strategy, Mobile Interactive Group commented “It’s been a pleasure to work with such a forward thinking brand as M&S.
"They have truly embraced mobile and really understand how their consumers want to be able to access and purchase products.
"At all times their focus has been on building the perfect mobile user experience and providing the key features to facilitate sales via the mobile – A channel that is becoming an ever more important shop front for high street retailers. We’re already working on phase two and implementing new features to further enhance the user experience.”
Mobile internet is set to outstrip traditional web by 2013, therefore its key for retail brands like Marks and Spencer to realise its true potential and to offer mobile as a core purchasing channel for customers. The M&S M-commerce site can be accessed via any smartphone and web enabled phone, and the device will know to redirect the user to the mobile commerce site.
Or the user can manually type in m.marksandspencer.com To hear more join MIG’s interactive webinar focussing on how to implement a mobile strategy in Retail.
The 60 minute webinar, which takes place on Weds 5th October at 9am, is being run in partnership with the IMRG and will give participants the opportunity to put their questions to Sienne Veit, Social and Mobile Commerce Development Manager, M&S and Tim Dunn, Director of Strategy at MIG.
Please visit the webinar registration page: http://bit.ly/cb9QfX
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