• THE ASK

    Go digital abroad…or go home. UK retail giant Marks & Spencer engaged us to launch their digital presence internationally in 10 countries, starting with France.

UPENDING PERCEPTIONS ACROSS EUROPE

High street retailer Marks & Spencer was opening a beautiful new store on Paris’ Avenue des Champs-Elysées and needed a sophisticated digital presence to complement it. In addition, they wanted to install an in-store kiosk that would deliver rich visuals and a serious “wow factor” while extending the aisles of their new boutique.

The new digital platform for France would be the first, with nine more European countries to follow. It was all rather time-sensitive, and each platform had to be tailored by language and national needs. In addition, the digital interface would need to be offered across different channels: web, mobile, tablet and kiosk (France only).  

There was also a special deliverable for the Amsterdam store: the conceptualization of a touchscreen “virtual rail” that could be used to break up smaller spaces.

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  • THE ANSWER

    Serving as a strategic digital partner, we conducted market research, helped refine the international business model and introduced the brand digitally in each country.

AN INTERNATIONAL DIGITAL EXPANSION IN SIX STEPS

  1. Helped determine where, when and how to roll out the brand internationally so as to maximize business results.
  2. Designed and built a Demandware ecommerce solution that translated the brand to 10 countries.
  3. Developed a new front end that could support various languages and catalogs while using as much out of the box as possible to reduce the time and cost.
  4. Worked with different payment providers to enable the most appropriate payment types for each country.
  5. Extended the platform to additional channels and delivered “endless aisle” experiences in-store for customers using mobile devices, tablets and kiosks.
  6. Conceived a first-of-its-kind large touchscreen “virtual rail” for use in the space-constrained Amsterdam store, allowing the company to maximize value per square foot by blending physical and digital products seamlessly into one experience. 
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  • OUTCOME

    Marks & Spencer gained a digital presence that was customized to each country’s needs, as well as innovative in-store solutions that positioned them as a modern digital retailer.

WHY SAPIENTNITRO?

“SapientNitro demonstrated that it had the expertise in multichannel customer experience, a strong understanding of our business and our brand, and the capability to help Marks and Spencer realise our vision of taking our multichannel offering to the next level.”

– Laura Wade-Gerry, Executive Director for Multichannel at Marks & Spencer

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