Multi-channel strategy pays off for M&S as sales increase

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Marks & Spencer is on track to reach its goal of £500m in sales from its M&S Direct operation in 2010/11 following a 49% rise in revenues from the channel in the first half of this financial year – a figure that is nearly double the 27% growth achieved for the previous year thanks to the retailer’s multi-channel retailing strategy.

M&S launched a mobile shopping app in May, claiming a first-mover advantage, and now has over 1.3 million unique users. At the same time, it is looking to re-platform to accelerate growth. According to the retailer, “the Amazon platform performs well, but will restrict our future growth.”

It is investing in new infrastructure to enhance M&S’s “Shop Your Way” service, which enables customers to place clothing, beauty and homeware orders either in stores, online or over the phone.

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