THE M&S MULTICHANNEL FOUNDATION PROGRAM
| Title | THE M&S MULTICHANNEL FOUNDATION PROGRAM |
| Brand | MARKS & SPENCER |
| Product/Service | RETAIL |
| Category |
A06. USE/CURATION OF IMAGE(S) |
|
Entrant Company
|
SAPIENTNITRO London, UNITED KINGDOM
|
|
Advertising Agency
|
SAPIENTNITRO London, UNITED KINGDOM
|
Credits
| Nigel Vaz |
Sapientnitro |
Senior Vice President |
| Guy Elliott |
Sapientnitro |
Vice President General Management |
| David Bernstein |
Sapientnitro |
Vice President General Management |
| Cheyney Robinson |
Sapientnitro |
Creative Director |
| Richard Wilshire |
Sapientnitro |
Creative Director |
| Pinak Kiran Vedalankar |
Sapientnitro |
Director Technology |
| Webster Garratt |
Sapientnitro |
Associate Creative Director Experience Design |
| Melanie Vasseur |
Sapientnitro |
Director Business Consulting |
| Mark Smith |
Sapientnitro |
Director Program Management |
| Andy Voyce |
Sapientnitro |
Manager Program Management |
| Zachary Paradis |
Sapientnitro |
Director Marketing Strategy/Analysis |
| Anna Parellada |
Sapientnitro |
Manager Design |
| Anna Jehan |
Sapientnitro |
Senior Designer |
| Angie Yuanmalai |
Sapientnitro |
Manager Design |
| Sushma Sudhir |
Sapientnitro |
Manager Information Architect |
| Dave Ellis |
Sapientnitro |
Manager Information Architect |
Creative Execution
"MCFP" is the bespoke shopping and multichannel-enabling platform, site redesign and brand experience. This digital ecosystem lives at the intersection of publishing and e-commerce. The starting point for ‘MCFP’ was development of an 'Organising Idea' – "Everyday Inspiration". The concept of ‘Everyday Inspiration’ informs every aspect from the editorial-style design and content strategy. The design features M&S’ rich content in a magazine style that’s shoppable at every layer. The site’s simplicity is a triumph of experience design.
With more than 80,000 women’s fashion SKUs alone, the site’s design approach is a triumph of our design principles.The site now features the inspiration behind the collections, trends and styles. Every “item” can be associated with an outfit or trend and can offer daily doses of fashion and lifestyle inspiration.
As part of ‘MCFP’, we designed experiences inclusive of Desktop, Tablet, in-store and call center Customer Service interfaces. The commerce experience for desktop alone has resulted in M&S taking well over 100,000 orders a day, more than 11,000 orders per hour and handling multiple millions of page views an hour.
Our challenge was to create an inspirational new flagship online destination for the UK’s largest fashion retailer. Our work defines the next decade of their customer experience, in particular, helping them build a new platform off Amazon and shaping a world-class brand and customer experience. We have partnered with M&S through quite literally the biggest multi-channel retail re-platform in history.
In 2011, M&S had a profound business problem. With an ageing demographic, declining sales and an antiquated commerce platform (Amazon), they needed to demonstrate a point-of-view on fashion. The most fashion-forward of their competitors had already invested heavily in content and were producing remarkable digital experiences. They needed to demonstrate fashion credibility and also build a bespoke Amazon-replacement platform that would provide a foundation for customer-facing experiences well into the future.