Marks and Spencer Strategy: The Loyalty Machine Behind Repeat Customers, Store SOPs + Customer Experience Secrets

There are times, when you enter a successful retail establishment, you see customers who are not just wandering through the store, but who are coming back to shop there again. Customers feel they can trust their decision to make a purchase with M & S.

Behind this established name of Marks & Spencer clothing line is a carefully crafted plan which consists of SOPs for employees, training and support systems developed specifically for the customer experience, and customer experience design.

Retailers operating in the growing apparel market of the UAE can use Marks & Spencer’s operational discipline and service design as an example of how to take an average shopper and develop them into repeat customers.

Why Loyalty Is Hard to Build

Retailers typically believe that having great products will mean a customer will return to purchase them again; however even though their product may be appreciated by many customers once, the reality is that many retailers have trouble enticing their customers back.

In the case of this retailer M&S they were among the first apparel retailers to identify that customer loyalty is created through consistent experiences rather than occasional outstanding service.

The quality and success of M&S clothing prove that the only way an apparel retailer can correct these problems is to evaluate their Marketing Plan and implement operational discipline to become customer-focused retailers.

How Store SOPs Create Consistency for M&S

Whereas most clothing retail stores rely on the decisions of Managers to run daily store operations, m & s clothing relies on systems of documented procedures which outline processes used for day to day operation of a store.

The following areas of operation have been documented in m & s’s Standard Operating Procedures:

– Opening and closing procedures at store level

– Store merchandising (Store/Visual Merchandising)

– Customer greeting and assistance

– Inventory handling and replenishment

– Checkout efficiency

One example of M & S clothing’s systematic approach to the customer experience is having a well-structured plan for product placement within M&S stores which aids in intuitive navigation for customers. For instance, the various categories, such as formal, casual, and seasonal, have clear, organized areas where a customer can quickly find a product 

Additionally, one of the main objectives of m&s clothing’s SOP’s is to have all staff visible and accessible without being overly intrusive. This objective assists customers by creating a supportive shopping environment while allowing them to shop at their leisure.

The success of M&S demonstrates that creating customer loyalty begins with clarity of operations.

Customer Experience Secrets That Turn Shoppers Into Regulars

One thing that stands common across all the successful brands is that their customers are returning customers. These loyal customers visit repeatedly for the comfort and ease they experienced when they came earlier. They can recall the good times they had while they were at this store. 

These are small, yet very impactful factors that take a business a long way. When the business heads take cognizance of these opportunities, they can easily turn them into profits. However, if these aspects are overlooked, then this could have a negative impact on the brand name and its business. 

M&S Clothing has developed several principles around customer experience that encourage shoppers to return to the store.

The confidence they have in the product is one of the key principles to repeat shopper visits. Customers feel confident in the level of quality associated with M&S clothing and do not hesitate when deciding to purchase something from M&S.

Let’s look at some strategies that include:

• product signage 
• Organised fitting room management to reduce waiting times
• Engaging with customers
• Store layouts that are well lit and spacious
• Seasonal displays that will inspire outfit ideas

Wherever possible, through operational design and emotional engagement, M&S Clothing has developed a shopping environment where customers are confident to return very frequently.

What UAE Apparel Retailers Can Learn from the M&S Strategy

In implementing a Marks & Spencer-like retail clothing strategy, retailers focus on:

• Creating Standard Operating Procedures for all in-store processes
• Training staff to deliver both product knowledge and empathy to customers
• Designing store layouts that allow for ease of exploration
• Ensuring consistent product availability
• Providing seamless checkout experiences

Some find speed and convenience most essential, while others prefer the more personalized experience.

The Marks and Spencer clothing strategy works because it allows for both types of shoppers. For example, a person who wants to make a quick purchase can now move freely through the store. As such, the strategy also works for another shopper who prefers to browse and will receive plenty of support from staff.

Power of Store Design and Merchandising in Marks and Spencer Clothing

When customers enter a store, they form a mental image of the shop and what it would be like to shop there almost immediately after entry. The best clothing stores have created stores with layouts and lighting and product presentation that can have a powerful effect on the customer’s purchasing decisions without the purchase process being awkward or unnatural.

Marks & Spencer clothing stores utilize their store layout to minimize the potential for shoppers to feel confused and encourage them to explore the store.

Consumers who want to shop very quickly and those who want to enter the store to browse have a much better experience because of the way items in M & S clothing stores are presented.

Merchandising techniques associated with M & S clothing stores are:

• Clearly defined merchandise zones for formal, casual, and basic clothing
• Merchandise displays that relate to seasons positioned at the entrance of the store to draw attention
• Merchandise displays that show outfits together to provide inspiration while shopping
• Lighting that accentuates higher-priced merchandise
• Accessible size ranges of merchandise

Merchants in UAE are at a disadvantage to other malls when their shoppers visit several different clothing stores in a single visit; thus, having clear merchandising becomes a competitive advantage.

The merchandise strategy for M & S clothing stores helps tell a story about merchandise at the same time as giving visibility to the retailers’ merchandise. Unlike just displaying clothing in a clothing store, the store environment helps customers visualize how the clothing they are about to purchase could fit into their lives.

Why Partner with YRC?

Retail transformation is not something that happens by chance. Achieving retail transformation requires careful planning, strategic operational execution, and understanding of customer behavior; therefore, YRC provides a vital role for apparel brands seeking to develop retail solutions similar to those of Marks and Spencer.

YRC provides the knowledge and expertise that help apparel retailers become more competitive through custom consulting solutions related to clothing retailers and apparel brands.

Some key benefits of partnering with YRC are:

• Developing customized SOPs for retailers
• Optimizing store layout and visual merchandising
• Assisting with a customer experience strategy
• Training staff to achieve service excellence
• Improving overall retail performance using data analysis