Understanding the Shift
Marks & Spencer is enhancing online shopping through artificial intelligence. This innovation allows the retailer to offer personalized outfit suggestions based on shoppers’ body shapes and style preferences. By adapting communication styles to suit individual preferences, M&S aims to create a more engaging online experience. The company’s director of online, Stephen Langford, highlights the importance of tailoring the shopping experience to meet diverse customer needs.
Key Highlights
- Shoppers can complete a quiz about their size and style, receiving personalized outfit ideas from 40 million options.
- AI-driven technology now automates 80% of product descriptions, although human oversight remains essential.
- M&S aims to increase its digital fashion sales from one-third to half by 2028.
- The retailer’s online fashion sales grew by 7.8% last year, attracting 1 million new customers, with two-thirds shopping online.
The Bigger Picture
This shift is crucial for Marks & Spencer to stay competitive in a rapidly evolving retail landscape. The company is investing heavily in social media marketing, spending more on platforms like TikTok than on traditional TV ads. This strategy has proven effective, as nearly one-third of TikTok revenue comes from new customers. With a strong focus on personalization and digital engagement, M&S is not only adapting to current market demands but also positioning itself for future growth, especially as the winter party season approaches.
