Marks & Spencer will launch a media campaign on Thursday (May 1) to promote its new website, following its £150m revamp.
The campaign, led by multi-channel director Laura Wade-Gery, will encourage in-store shoppers to visit the site and adopt delivery options such as click-and-collect, in an effort to drive traffic to the website.
The retailer is hoping the push will lift clothing sales and cash in on the growing trend for online shopping.
The new-look website, which was unveiled in February, has more emphasis on editorial content and a magazine-style approach to merchandising.
Next month Marks & Spencer is expected to report sales for its full year to the end of March of £10.3bn. That compares with the original target, set in 2010, of £11.5bn to £12.5bn. This was later revised down to £10.8bn amid a flagging economy and difficulties reviving clothing sales.