Marks and Spencers recent relaunch of their website is part of a major push to tap into the major trend of clothing sales moving online. M&S have seen a decline in sales and have declared this investment in the ecommerce channel as a major statement. They show a newer easier to use navigation and improved layout of their website with a real focus on ‘Style and Living’. The Leading Ladies theme is now well established and shares the style message to the potential customer.
Away from the web store, banner advertisements can be found as well as regional press adverts to keep the brand in the eye of the consumer. When your brand is needing a lift, you have to change perceptions and actions with mass communication as well as targeted.
Whether this will work or not remains to be seen as I just wonder about the overall image that this company presents.
Certainly, making it simple and straightforward for the e customer to ‘enter’ your store or business is a given, in both b to b and b to c markets.
In the race to improve sales, ecommerce is a pivotal and getting the strategy right is crucial to success. If you would like to review your ecommerce strategy and use your website as part of your sales force, contact RFM today.