Marks & Spencer has signed a deal with one of the world’s largest commerce networks to enhance customer experience as it targets £1bn in third-party sales – up from its medium-term goal of £400m – and continues its digital transformation.
In November, Ted Baker, Superdry, Lyle & Scott and Musto all joined the the “Brands at M&S platform” but new partnership with CommerceHub is aimed at expanding the range as well as “boosting customer engagement and loyalty, and attracting new customers, while maintaining profitability with more agile and flexible merchandising and fulfillment”.
CommerceHub already works with more than 18,000 retailers and brands, including Samsung, Adidas, LG, Bose, Mattel, Panasonic, Walmart and Whirlpool; its software solutions connect supply, demand and delivery.
M&S has signed up for its Commerce Suite, which is aimed at quickly bringing new suppliers on board and managing orders and returns more easily. M&S will be able to offer more products to customers without the need for additional, owned inventory while increasing its ability to respond quickly to changes in customer demand.
M&S.com head of online commercial Henry Swift said: “As M&S continues on the next stage of its transformation and reshapes as an omnichannel retailer, we wanted a strategic partner that could help us deliver a best-in-class shopping experience for our customers.
“CommerceHub has proven expertise in ecommerce leadership which will help us amplify our commerce solutions and help ensure they seamlessly join up across our channels and business systems.
“The SaaS solutions and extensive commerce network that CommerceHub brings to the table made partnering with CommerceHub a clear and easy decision for our team.”
CommerceHub chief executive Bryan Dove said:“Our partnership with M&S is unlocking new possibilities to grow their business and provide more of what consumers want. M&S has tremendous focus and commitment to knowing their customer, and by combining our innovation with their retail expertise, we are empowering them to create a seamless and personalised shopping experience.”
The move coincides with the launch of the retailer’s spring ad campaign, once again featuring the strapline “Anything but Ordinary”.
The 30-second TV ad moves between busy cityscapes and relaxed sunny afternoons in the park against the backdrop of 1980s synth pop track, Enola Gay by Orchestral Manoeuvres in the Dark.
Running through until April 19, the campaign will play run across TV, print, DOOH, digital display, paid and organic social, M&S.com, CRM, instore and window takeovers, and editorial.
Influencers and M&S insiders will also share spring style inspiration with their audiences throughout the campaign.
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