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.

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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.

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