Marks & Spencer has launched its new website, with more emphasis on editorial content and a magazine-style approach to merchandising.
The new website has been designed to offer users a “flagship experience”. As well as the desktop, the business has launched a tablet version and updated its various mobile sites and apps.
The retailer has been planning the move off its current platform, provided by Amazon, since 2010. The in-house site has been tested over two years, taking on board customer feedback to improve functionality, such as the quality of search returns, and demand for more fashion and lifestyle editorial “guidance”.
More items are displayed as outfits, rather than single pieces, and users can browse by trend, occasion or through personalised recommendations.
Product images are 50% bigger than on the previous site, and images include a maxi-zoom feature, as well as catwalk and 360* video to enable customers to better view items before buying.
Chief executive Marc Bolland told Drapers last month the move would help boost online growth.
At the time Bolland said: “We are now at 7.2% of the market and Shop Direct is 7.7%, but they haven’t grown that much. With the new platform and distribution centre I think we will be more competitive and perhaps in the next 12 months we could breeze through.”
External marketing campaigns are expected to take place in the next few months and in store staff have been trained to use the site, with 1,500 “iPad-assisted sellers” helping to improve M&S’ multichannel experience.