Taking back customers
With the move towards an online outlet store, M&S hopes to attract
shoppers with cheaper clothes, as the chain has been suffering from
cheaper rivals in shopping streets, but also from supermarkets and other
online stores. M&S hopes to lure their customers back through
discounts up to 40% and their higher-quality clothing. Delivery in the
UK is free until the beginning of March as a kind of welcome gift, while
subscribing to the M&S online outlet newsletter earns you another
10% discount.
Analysts question the M&S move, as the new online store may lure
customers away from their own ‘full price’ online store, especially for
timeless items. But, as the proof of the pudding is in the eating, only
the future can show whether or not the online outlet store will have
been a good move…
