M&S ramps up digital with smart TV push

Marks & Spencer will be the first retailer to launch a branded-content app on Samsung Smart TV, as part of its broader strategy to expand its multi-channel operations.


Until now the majority of brands creating apps for the South Korean company’s connected TVs have been media brands such as LoveFilm and the BBC. M&S believes there is an opportunity to find out more about how consumers interact with connected TVs and retailer-branded content to shape its future strategy.

Sienne Veit, head of mobile, research and development for new channels at M&S, says: “This is an opportunity for M&S and for Samsung to learn more about what consumers do with connected TV content. We’re seeing more customers shopping from the comfort of their sofa, and there is absolutely a relationship between TV and retail. We’re looking to use our inspirational content to create a great experience.”

She adds that M&S is working on several initiatives across digital, mobile and online channels to develop its multi-channel business and says the Samsung Smart TV app indicates the retailer’s “commitment to innovation and keeping up with where our customers are” to provide a seamless experience.

“M&S is prepared to experiment and find the best way to use new channels. We’ve seen, through the uptake of mobile, consumers’ willingness to embrace new technologies. People expect to be able to connect and experience and engage with additional content,” she says.

The Samsung TV app, developed by Adjust Your Set, is available from today (2 February) and will include branded M&S video content ranging from advice, trends, how-to tools and buying guides across its food, non-food and fashion. It currently seeds these through its online M&S TV channel.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here