Rating: Sales from mobile devices were up over 90%
This morning leading UK retailing chain, Marks and Spencer, announced its Q3 trading results here. A key figure amongst all this data was that sales from mobile devices were up over 90 per cent. Once again these results point to the success of a multi-channel approach to retail selling rather than the fact that the internet – mobile or otherwise, is killing bricks and mortar companies. According to John Oswald, a business design leader with service design consultancy Fjord, “This is concrete proof of the ‘revolution in retail’ we are seeing as online and offline continue to merge.” Significantly, Marks & Sparks multi-channel sales rose by an impressive 10.8 per cent.
John Oswald continued, “Although Marks & Spencer’s results published today show that overall like for like sales are down 1.8 per cent, they also highlight that sales from mobile devices were up over 90 per cent, contributing to an overall 10.8 per cent increase in multi-channel sales.”
He argues that, “Marks & Spencer is genuinely seeking to build a holistic and immersive customer experience.”
Oswald argues that Marks & Sparks is pursuing the correct kind of strategy with its mix of online and offline sales.
He warns retailers like M&S, “Not get blown off course by continued analyst pressure about general merchandise sales.”
The trick will be to continue to build on its existing strategy.
“It’s not online that’s making a real difference on its own, rather it’s the overall online/offline blended experience that’s making a big difference,” Oswald explained. ”
Companies need to think carefully about developing an overall service experience, no matter what the channel, that complements their brand promise and delivers value to real people,” he added.
The future for retailers is multi-faceted and experience-led, Oswald firmly believes.