Can M&S’s Latest Strategy Help Boost Sales?

Can M&S’s Latest Strategy Help Boost Sales?

In late spring 2017, Marks & Spencer launched their new ‘Spend it well’ campaign. For the first time, M&S were coordinating across both food and clothing with a unified tagline which doubles up as a call to action. It is designed to help people be mindful and consider the things that matter. It is about making the most of the time we have.

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This was an ambitious strategy which is continuing into this year, so we are still to see the full effects. As Kate Jones, a retail watcher and brand consultant felt, the campaign seems more a manifesto than advertising. Whilst the food division has long been associated with quality and inventiveness, the same cannot be said for the remainder of the business.

Jones has concerns over whether the clothing arm particularly can deliver on the promise of the campaign. The use of clever advertising, including digital signage, could help and perhaps an attempt to mirror the success of the food side will pay off.


It appears this ‘Spend it well’ campaign is an attempt to get back to the quality this company is traditionally known for, according to James McGregor, managing partner of Retail Remedy. He believes it is the high street stores and the lack of consistency or understanding of the ranges which has been really damaging for the brand. Clear and innovative digital signage solutions through Moodmedia could certainly aid clarity in this area.

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By selling the aspirational lifestyle rather than individual products, M&S are giving themselves every opportunity to attract customers into the stores, and now the shops themselves must live up to the promise.


Max Keane, planning director at Leo Burnett, certainly feels this campaign is a move away from their fusty image and adds a bit of modernity. The repositioning of the brand manages to keep the history intact and preserve the company we know and love whilst giving it a little more oomph.

The most recent part of the campaign was the Christmas advert, done in partnership with the Paddington 2 film, as discussed in The Independent. The various versions of the advert had prime spots both in cinemas and on television over the festive period.

It will be interesting to see what the effects are as the year-long campaign comes to an end later this year.

Category Business

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