Sprinkling a Little Magic: 9 Simple Ways That Marks & Spencer Is Turning Grocery Shopping into a Delightful Experience
Sharon Yourell Lawlor
The Modern Shopper Strategist: Global Retail & Shopper Expert. Retail Author. Public Speaker. RETHINK Retail Top Expert (2023 & 2024). Decoding retail, tracking trends, and crafting impactful strategies.
For this week’s edition of What’s In Store, I want to focus on how simple yet engaging strategies can elevate the shopper's experience. Often, we think of grocery shopping as a functional task, but stores like 马莎百货 in Battersea Power Station prove that it doesn’t have to be that way. On a recent visit, I discovered how M&S manages to sprinkle in absolutely delightful moments throughout the shopper journey. Here’s 9 simple ways that they are doing it:
1. Solutions-Based Approach
M&S starts by identifying shoppers’ needs and translating them into clear, easy-to-navigate solutions. Whether it’s finding a celebratory birthday cake or grabbing a few groceries, they make it simple for shoppers to locate exactly what they’re after. The layout helps, as related items are grouped together for convenience. For instance, if you're after a cake for a birthday party, the candles and paper cups are right there too. It’s not just about selling products—it’s about curating an experience that saves time and thought.
2. Growing Categories through Adjacencies
The store also uses clear category adjacencies to encourage more purchases. By positioning complementary items near each other, they help guide shoppers to explore beyond their original intent. This clever merchandising grows categories and expands choices for shoppers, adding value to their visit.
3. Variety and Colour Inspiration
One area that particularly stood out for me was the fresh food section, designed to encourage healthier choices. M&S has turned this section into a destination for colour, making it easy to inject variety into your diet. As someone conscious of bringing more fruits and vegetables into my meals, I was thrilled to see how the vibrant colours of the produce are highlighted, enticing shoppers to pick up something new or different.
4. Education on Product Options
M&S does a fantastic job of helping shoppers understand the different options available to them. Whether it's explaining differences between products or giving additional information on labels, this guidance makes it easier for customers to make informed choices.
5. Choice and Flexibility
Variety is key at M&S. Take the eggs section, for example. You can find everything from traditional white eggs to exotic Araucana blue eggs, and even buy them individually. I love how this gives the shopper flexibility while also encouraging experimentation—mix and match to your heart’s content! This not only gives the shopper more control but also promotes trying something they might otherwise be hesitant about.
领英推荐
6. Encouraging Trial
I also noticed a "Try Our No-Alcohol Wines" section, which promotes a relaxed approach to experimenting with new products. By presenting these options in a way that invites trial without pressure, M&S makes it easier for shoppers to try out something they’ve been curious about.
7. Store Theatre To Delight Shoppers
One thing that truly elevates this store is the theatre they bring to the shopping experience. At every turn, there’s something to catch your attention. The Colin the Caterpillar interactive display, for example, adds a sense of playfulness that draws people in, making the store not just a place to shop but also to explore. I didn't have my kids with me on the day that I visited the store but I know that if I had, they would have loved the engaging nature of some of the key fixtures.
8. Identifying Key Shopper Missions by Usage Occasions
M&S excels at recognising key shopper missions and tailoring solutions based on usage occasions. For example, if you're planning a pizza night, there's a dedicated section with everything you need, from dough and sauces to toppings. But what if you’re hosting guests and want something different? They’ve thought of that too! The store offers a section for special sharing dishes, like tapas, that cater to those who prefer a more social dining experience. This thoughtful organisation makes it easy for shoppers to spot what they need for their specific occasion, whether it's a casual night in or a gathering with friends, helping them feel more confident about their choices and enhancing their overall shopping journey.
9. Friendly, Welcoming Staff
A final standout is the people. Steven, a friendly salesperson, smiled as we left and wished us a good day. It’s small gestures like these that aren’t necessary but are always appreciated. They create a warm, welcoming environment that makes the experience that much more enjoyable.
Conclusions: Delight in the Details
Marks and Spencer’s Battersea store beautifully illustrates how a functional grocery trip can turn into an engaging and delightful experience. From their solutions-based approach, category adjacencies, and variety of options to the friendly staff and the fun, playful store theatre, M&S delivers a memorable shopping journey that resonates with shoppers. They cater to specific missions, help guide decisions, and create an atmosphere that makes you want to return time and time again. By putting the shopper first and weaving in thoughtful touches, they truly turn the grocery experience into something special.
Stay tuned for next week’s edition of What’s In Store, where we’ll be sticking with grocery—but with a very different twist!
Customer Flow + Brand Experience | Helping independent brands to craft smoother customer journeys from browser to buyer, online and in-store | 9+ years in Strategy & Experience Design
1 个月Really enjoyed this, Sharon - keen to see what's in store next week!
??Founder/ CEO, International Retail Group,LLC, RETHINK RETAIL Top Retail Expert, Billion Dollar Brand Maker, Queen of Pop-Up, Editor, International Retail Magazine, International Speaker ??, Best Selling Author??
1 个月Great insightful article
Customer Experience Leader | CX-Expert | Founder | FMII CXAD
1 个月Sharon, Nothing beats a simple visual business case for CX Excellence learning. This is brilliant and I will visit Battersea on my next visit there. Powerful insights.....keep them coming and thanks for the great story tell.
Global Meat Operations & Retail Expert | Leading Consumer-Centric Growth | Driving Collaborative Progress in Fresh Categories
1 个月Sharon Yourell Lawlor - M&S knows how to evolve, and their strategy shows how they’re responding to shoppers’ expectations. They’re also making great use of feedback loops to refine their merchandising and experiences.
Retail Design Expert/ Lecturer/ Consultant
1 个月Very insightful, comprehensive and inspirational post. Thank you Sharon Yourell Lawlor