Marks and Spencer is a major British multinational retailer, specialising in clothing, food, beauty, and home products.
CHALLENGE
M&S wanted to identify the factors that drive purchase behaviour, retailer choice and overall drive satisfaction at Christmas.
Research was required to understand consumer shopping behaviours, their aspirations and perceptions of how retailers (and M&S specifically) were performing.
Boxclever conducted two strands of qual research, a community of Christmas shoppers, in home depths and ASTs, all of which ran throughout November and December, allowing us to map behaviour, explore ‘journeys’ and gather insight over time.
We explored the triggers and considerations for gifting missions and how M&S performed against them. M&S needed a clear read of what they did well, where they underperformed and where competitors were winning.
SOLUTION
We helped to unlock understanding of Christmas habits and needs, identifying where M&S were meeting consumer needs and where product, comms and experience fell short. This enabled M&S to better optimize performance for the following year.
OUTCOME
To learn more about journeys and decisions at Boxclever
