OMNI-CHANNEL RETAIL

AND SALES
MANAGEMENT

ASSIGNMENT 2

BRIEF 1: Develop a Sales Management Strategy for an Omni-

Channel Retailer based on real or hypothetical business channel.

SUBMITTED TO PROF. ANNAJI SHARMA

SUBMITTED BY:
Akanksha Aggarwal
Haritha Vahini
Garikipati Sai Praneetha
 Acknowledgement

We would like to express our special appreciation to our esteemed professor,

Mr. Annaji Sharma, Professor, Department of Fashion Management Studies,
NIFT Hyderabad. You have been a tremendous mentor for us. We would like to
thank you for guiding us throughout with this research. Your advice on both the
research paper, as well as on our career have been invaluable.
We would also like to thank our fellow classmates and faculty members for
helping us at different stages at National Institute of Fashion Technology,
Hyderabad.

Regards,
Akanksha Aggarwal
Haritha Vahini
Garikipati Sai Praneetha
 Table of Contents

1. INTRODUCTION.....................................................................................................4
1.1 INTRODUCTION TO OMNICHANNEL AND SALES MANAGMENT
STRATEGY..................................................................................................................4
1.2 ABOUT:...................................................................................................................5
1.3. MISSION................................................................................................................5
1.4 VISSION:.................................................................................................................5
1.5 UNIQUE SELLING POINT:...................................................................................6
2. MARKS & SPENCER MARKETING STRATEGY AND MARKETING MIX.....6
3. STP ANALYSIS........................................................................................................9
4. SWOT ANALYSIS..................................................................................................10
5. OMNICHANNEL PLATFORMS USED BY MARKS & SPENCER.....................12
6. MARKS & SPENCER SALES MANAGEMENT STRATEGY.............................13
7. BUSINESS PROBLEM FACED BY MARKS & SPENCER – BECAME
UNFASHIONABLE........................................................................................................14
8. SUGGESION FOR SALES MANAGMENT STRATEGY FOR MARKS &
SPENCER.......................................................................................................................16
9. CONCLUSION........................................................................................................16
10. REFERENCE AND BIBILIOGRAPHY...................................................................17
1. INTRODUCTION

1.1 INTRODUCTION TO OMNICHANNEL AND SALES

MANAGMENT STRATEGY

OMNI CHANNEL STRATEGY:

Marketing and sales strategies known as omni-channel strategies aim to provide a unified and
seamless customer experience across all channels and touchpoints, including online and
offline ones. The goal of omni-channel is to ensure that customers have a consistent
experience regardless of how or where they interact with a brand by removing barriers
between various channels.

Omni-channel systems ordinarily include coordinating various deals and showcasing

channels, for example, web-based business, versatile applications, physical stores, online
entertainment, and client support, to make a brought together client venture. This can include
utilizing innovation and information to follow client conduct and inclinations, customize
informing and offers, and guarantee that clients can undoubtedly move between channels
without losing their spot in the deals pipe.

Omni-channel techniques can assist organizations with further developing client

commitment, increment deals, and assemble brand unwaveringness. Companies can make
shopping more convenient, efficient, and satisfying for their customers by offering a
consistent and seamless experience across all channels.

SALES MANAGMENT STRATEGY:

Sales management strategies are plans and actions put in place by a company or organization
to effectively manage their sales activities and achieve their sales goals. Management
strategies for the sales team, lead generation, building relationships with customers, and
closing deals are all included in these plans. A definitive objective of deals the board
methodologies is to increase revenue, profitability, and market share.

Some common approaches to sales management strategies include:

Defining sales goals and objectives the sales team should be given direction by establishing a
clear and measurable set of goals and objectives for sales.

 Sales team management: Setting performance goals, providing ongoing coaching and
support, motivating the team to achieve their goals, and recruiting and training the
right salespeople are all essential components of effective sales management.

 Getting new leads: To consistently provide the sales team with a pipeline of qualified
leads, it is essential to develop efficient lead generation strategies.

 Customer relationship management: A crucial aspect of sales management is

establishing and maintaining solid customer relationships. This includes knowing
what the needs of the customer are, providing excellent service to the customer, and
handling complaints and feedback from the customer.
  Analysis and forecasting of sales: To meet sales goals, sales forecasting and analysis
entails keeping an eye on trends, evaluating data, and adjusting sales strategies as
necessary.

 Tools and technology: Sales management can become more effective and efficient by
making use of the right technology and tools, which can also help to improve data
analysis and streamline sales processes.

 Collaborating with other departments: In order to ensure that sales strategies are in
line with the overarching objectives of the company, effective sales management
requires collaboration with other departments within the organization, such as
marketing, finance, and operations.

1.2 ABOUT:

Marks and Spencer is a well-known British retailer that offers a wide range of products
including clothing, food, and home goods. The company was founded in 1884 and has since
become a popular brand in the UK and around the world.
Marks and Spencer's clothing line offers a range of apparel for men, women, and children.
Their clothing is known for its high quality and classic styles. They offer a range of sizes,
including plus sizes, and have a reputation for their attention to detail and customer service.
The company has a strong reputation for quality, reliability, and customer service, and has
built a loyal customer base over the years.

Marks & Spencer forayed into India in 2001. In April 2008 the company formed a Joint
venture with Reliance Retail to form Marks & Spencer Reliance India with 51% stake
towards the parent brand Marks & Spencer. The joint venture partner Reliance Retail was a
natural choice for Marks and Spencer Plc as Reliance is the largest private sector company in
India, listed in India Fortune 500 with over 3 million shareholders. M&S also sells their
branded apparel and lingerie across three online marketplaces; Myntra, Ajio, and Amazon.
Since the first store in 2001 they have successfully opened 47 stores across different cities in
India. With presence in Metros and select Tier II markets and have employee strength of
1300.

1.3. MISSION

To make aspirational quality accessible to everyone, through the depth and range of its
products.

1.4 VISSION:

To be the standard against which other brands are measured, with focus on quality value,
service, innovation and trust.

1.5 UNIQUE SELLING POINT:

Marks and Spencer (M&S) have several unique selling points (USPs) that differentiate it
from its competitors. Here are some of the key USPs of M&S:

1. Quality: M&S is known for its high-quality products, particularly in the areas of
clothing and food. The company has a reputation for using premium materials and
production methods to create products that are durable and long-lasting.
2. Sustainability: M&S has a strong commitment to sustainability and has implemented
a range of initiatives to reduce its environmental impact. The company uses eco-
friendly materials, sources sustainable ingredients for its food products, and has set
ambitious targets for reducing its carbon emissions.
3. Convenience: M&S offers a range of convenient shopping options, including online
ordering, home delivery, and click-and-collect services. The company also offers a
range of delivery options, including next-day delivery and free click-and-collect, to
make shopping as easy and hassle-free as possible.
4. Innovation: M&S is known for its innovative product offerings, particularly in the
areas of food and technology. The company has introduced a range of new products
and services, such as its Plant Kitchen range of vegan food products and its mobile
payment options, to stay ahead of the competition.
5. Trust: M&S has a long history and a reputation for reliability and trustworthiness. The
company has a strong focus on customer service and has built a loyal customer base
over many years.

2. MARKS & SPENCER MARKETING STRATEGY AND

MARKETING MIX

Marks & Spencer's marketing strategy looks at the brand using a marketing mix framework
that looks at the seven Ps (Product, Price, Place, Promotion, People, Process and Physical
Evidence). Product innovation, pricing strategy, promotion planning, and other tactics are all
examples of marketing strategies. These business procedures, in view of Imprints and
Spencer promoting blend, assist the brand with prevailing on the lookout.

The Marks & Spencer marketing strategy aids the company in achieving its business
objectives and positioning itself as a market competitor.

Marks & Spencer Product Strategy:

Marks and Spencer is a famous and top corporate store brand on the planet based out of UK.
Marks & Spencer's marketing mix includes a diverse product portfolio that includes items for
men, women, and children of all ages. Marks and Spencer offers items for ladies that
incorporate attire like Overcoats, Pullovers, Cashmere, Pants, Material, shirt, skirt and some
more. Women's footwear includes, among other things, boots, sandals, loafers, pumps, and
heels. Packs and extras for ladies incorporate purses, ocean side sacks, adornments, shades
and so on. The renowned brands for ladies are Signature, Exemplary, Indigo, Per Una,
Twiggy and Foot Glove. Women's apparel from Marks & Spencer includes blazers, jackets,
shirts, jumpers, suits, and many more. Women's footwear includes sandals, casual shoes,
boots, and another footwear. Socks, a gown, and other undergarments can be found in the
pyjamas section. Additionally, M&S offers a Home and Furniture section that includes
lighting, furniture for the bedroom, living room, and dining room, as well as accessories for
the home. M&S additionally offer Food and Wine segment which sells all snacks and supper,
primary courses, wine, starters and so on. Flowers and other gifts can also be purchased at
Marks & Spencer. M&S sells mostly its own brand, not other international brands. In 2021,
the company also gave money to help those in need affected by Covid.

Marks & Spencer Price/Pricing Strategy:

Marks & Spencer follows competitive pricing strategy in its marketing mix for its product
portfolio. Marks & Spencer has its own in-house brands for clothing for women, men and
kids. Generally, these in house brands are priced between medium to higher category because
of its premium quality. But M&S still follows a competitive pricing strategy as the customers
now have more options to choose from because of the increased competition. Marks &
Spencer also faces competition from online retailers and other big retail players. The
company also follows a dynamic pricing strategy as during seasonal time it offers more
discount on products to get more customers and generally the old stock is put for sale at a
lesser price as compared to newly arrived stock.

Marks & Spencer Place & Distribution Strategy:

Marks and Spencer has spread its presence in the international market to include places like
Egypt, Spain, Qatar, Jordan, Morocco, Finland, Ireland, Kabul, Canada, France, Germany,
Belgium, China, India and Austria. It is a multinational retailer with its headquarters based at
City of Westminster in London. The company has established overseas offices in Sri Lanka,
Indonesia, Italy, China, Turkey, Bangladesh, India, Thailand, Hong Kong and Malaysia. In
United Kingdom it operates via nine hundred and seventy-nine outlets and recently its
overseas outlet count has crossed one thousand marks. In India, it started its operations since
the year 2001 and has more than fifty outlets for selling its products.

Marks and Spencer sells its products via its outlets, which are strategically chosen to gain
maximum brand visibility and customers. Its outlets are tastefully decorated to offer a
soothing ambience. By the end of the year 2017, the company had eighty-four thousand, nine
hundred and thirty-nine employees who offered best possible services to its customers.

In the year 1999, the company launched its online shopping store for the first time and since
then the customers can make a purchase and also get the home delivery facility. The online
stores offer the option of buying in local currency to suit the customer’s needs.

Marks & Spencer Promotion & Advertising Strategy:

To ensure that its advertising campaign is in sync with its digital marketing and in-store
strategy, Marks & Spencer selects its marketing strategy with great care. M&S places a
strong emphasis on communicating a single message across all channels. Print media,
television ads, mobile ads, and other social media campaigns are used by Marks & Spencer.
The company's clothing for men, women, and children is promoted on its own website. On its
website, customers can find fashion advice and blogs. Marks and Spencer additionally
elevates its season deal to its dedicated clients by giving them exceptional limits. M&S also
has a unique loyalty program called "Sparks," which gives customers points based on how
much they spend on shopping. After that, you can use these reward points to make
subsequent purchases from Marks & Spencer stores. As part of its promotion and marketing
strategy, the brand has utilized digital marketing, online advertisements, and promotions on
social media.

Marks & Spencer People Strategy:

M&S places a strong emphasis on providing excellent customer service, and this starts with
hiring and training the right people. M&S employs over 70,000 people worldwide, and the
company invests in training and development programs to ensure its employees are
knowledgeable about its products and services. For example, M&S has a dedicated training
academy where employees can learn about everything from food safety to customer service
skills.

M&S also places a strong emphasis on hiring people who are friendly, approachable, and
knowledgeable about the products they're selling. The company believes that its employees
are a key part of its brand, and that they play a vital role in building trust and loyalty with
customers.

In addition to training and hiring the right people, M&S also offers a range of employee
benefits and initiatives to ensure its staff are happy and engaged. For example, the company
offers flexible working options, generous holiday allowances, and discounts on M&S
products.
Overall, M&S recognizes that its employees are a crucial part of its marketing mix, and the
company is committed to investing in its staff to ensure they can deliver the high levels of
customer service that the company is known for.

Marks & Spencer Process Strategy:

M&S has streamlined its processes to provide customers with a seamless shopping
experience. For example, the company has invested in technology to improve its supply chain
and logistics, ensuring that products are delivered to stores and customers in a timely and
efficient manner. The company also offers a range of delivery options, including next-day
delivery and free click-and-collect, to make shopping more convenient for customers.

In addition to its online operations, M&S has also worked to improve the in-store experience
for customers. The company has redesigned its stores to make them more attractive and
easier to navigate and has introduced new technologies such as self-checkout machines and
mobile payment options to make the checkout process faster and more efficient. M&S also
offers a range of customer service options to help customers with their queries or issues. The
company has a dedicated customer service team that can be contacted by phone, email, or
social media, and also offers a live chat service on its website to help customers with their
questions.

Overall, M&S places a strong emphasis on delivering a seamless and convenient shopping
experience for its customers, both online and in-store. The company has invested in
technology and streamlined its processes to make shopping as easy and hassle-free as
possible, and also offers a range of customer service options to help customers with their
queries or issues.

Marks & Spencer Physical Evidence Strategy:

M&S places a strong emphasis on using physical evidence to reinforce its brand image and
communicate its values to customers.

One key element of M&S's physical evidence is its store design. The company has redesigned
its stores to reflect its commitment to quality and sustainability, using eco-friendly materials
in its store design and signage. M&S also uses distinctive green and white packaging for its
food products and classic black and white branding for its clothing to reinforce its premium
image.
In addition to its store design and packaging, M&S also uses its products themselves as a
form of physical evidence. The company has a reputation for quality and sustainability and
works to communicate this through the materials and production methods used in its
products. For example, M&S has introduced a range of sustainable cotton products and works
to reduce its environmental impact by using recycled materials and reducing waste.

M&S also uses its partnerships and collaborations as a form of physical evidence. The
company has worked with celebrities such as Rosie Huntington-Whiteley and chefs such as
Mary Berry and Heston Blumenthal to create exclusive product lines, using their reputations
and expertise to add value to its offerings. Overall, M&S uses a range of physical evidence to
reinforce its brand image and communicate its values to customers. The company places a
strong emphasis on using eco-friendly materials and sustainable production methods and
works to communicate its commitment to quality and sustainability through its store design,
packaging, and product offerings.

3. STP ANALYSIS

STP analysis stands for Segmentation, Targeting and Positioning, which is a framework used
by marketers to analyse and develop their marketing strategy. STP analysis for Marks &
Spencer is as follows:

Segmentation

 Demographics: M&S's primary target market is slightly older, more affluent

customers, with a focus on middle-aged and older individuals who are looking for
classic, timeless styles. However, the company also caters to younger, more
fashion-conscious shoppers, with its collaborations with younger designers and
introduction of more contemporary styles.
 Lifestyle: M&S offers products that appeal to a broad range of customers,
including those interested in fashion, food, and home goods. The company targets
customers who value quality, convenience, and sustainability, and who are willing
to pay more for high-quality products.
 Buying behaviour: M&S targets customers who are willing to pay more for high-
quality products, rather than those who are looking for the cheapest option. The
company also focuses on convenience, with its online ordering and home delivery
services.

Targeting
  M&S targets a broad range of customers, with a focus on both men and women, of
all ages. The company's core target market is slightly older, more affluent
customers, but it also aims to attract younger, more fashion-conscious shoppers.
 The company's products are designed to appeal to a range of sizes and styles, with
a focus on high-quality, premium materials and craftsmanship.

Positioning

 M&S positions itself as a premium, high-quality brand, with a focus on quality,

service, and convenience. The company has a reputation for classic styles and
good customer service, but in recent years, it has attempted to broaden its appeal
by offering more contemporary styles and collaborations with younger designers.
 M&S also positions itself as a sustainable and ethical brand, with a focus on
responsible sourcing and reducing its environmental impact. The company has
made commitments to using more sustainable materials, reducing waste, and
reducing its carbon footprint.
 Finally, M&S positions itself as a convenient brand, with a strong online presence
and home delivery services, as well as a focus on making shopping in-store as
convenient and enjoyable as possible.

4. SWOT ANALYSIS

A strategic planning tool called a SWOT analysis is used to evaluate a company, project, or
individual's Strengths, Weaknesses, Opportunities, and Threats. It includes distinguishing the
interior and outside factors that can influence an endeavour’s prosperity or disappointment
and dissecting them to foster a well thought out course of action. The Marks & Spencer
(M&S) SWOT analysis can be found here.

Strengths

Marks and Spencer (M&S) has a few qualities that have assisted it with turning into a main
retailer. These are some of its primary advantages:

 A strong brand reputation: M&S has a long history of quality and dependability. Its
brand is well-known and respected, which aids in customer acquisition and retention.
 A wide range of products: M&S offers a large number of items in both the Food and
Dress and Home fragments, taking special care of different client needs and
inclinations. This variety assists with drawing in and hold clients.
 Sustainability as a priority: M&S stands out from its rivals and appeals to customers
who care about the environment thanks to its strong commitment to sustainability and
ethical sourcing.
 A strong online presence: M&S has a reputable online store that has grown in
importance over the past few years. To make it easier for customers to shop, the
business has made investments in its online capabilities, including a mobile app.
 Centre around innovation: M&S has a past filled with development, for example,
being the principal UK retailer to present a dedication card conspire. The organization
 keeps on zeroing in on development, for example, presenting more feasible items and
computerized drives to further develop the client experience.

M&S has been able to maintain its competitive edge in an industry that is undergoing rapid
change thanks to these strengths, which have helped it establish a solid position in the retail
market.

Weaknesses

While Marks & Spencer (M&S) has a lot going for it, some of its weaknesses could hurt how
well it does. A portion of these shortcomings incorporate the accompanying:

 Over-reliance on the UK market: M&S is vulnerable to economic downturns and

shifts in consumer spending patterns in the UK because the majority of its revenue
comes from there.
 International presence is limited: M&S has a larger international presence than
some of its rivals, but it is still relatively small. The company's potential for expansion
outside of the UK is hampered by this.
 Obstacles in the clothing industry: M&S's sales have decreased as a result of its
inability to keep up with fashion trends. Despite recent initiatives to address this, the
company still needs to be improved.
 High operating expenses: M&S has a huge actual store presence, which can be
expensive to keep up with. Additionally, the company's costs have increased as a
result of difficulties in its supply chain.
 Image of the brand: M&S has received criticism in recent years for being out of date
and not appealing to younger customers, despite its strong brand reputation. Its ability
to acquire new customers may be hindered by this perception.

Overall, these flaws may have an impact on M&S's ability to remain competitive in the retail
market, particularly considering the company's growing competition from both offline and
online retailers.

Opportunities

Marks & Spencer (M&S) has several opportunities it could use to grow and expand. A
portion of these potential open doors include:

 International expansion: M&S has a chance to grow its international presence,

particularly in Asia and Africa, which are both emerging markets. This could assist
the organization with broadening its income streams and diminish its reliance on the
UK market.
 E-commerce expansion: M&S has the chance to expand its e-commerce capabilities
to meet the shifting requirements of its customers as a result of the COVID-19
pandemic's acceleration of the trend toward online shopping.
 Sustainability: There is a chance for M&S to further differentiate itself in the market
by continuing to invest in sustainable products and practices. M&S has already
established a strong commitment to sustainability. Customers who care about the
environment may find this appealing, which could boost sales.
  Collaborations and partnerships: M&S can expand its product offerings and reach
new customer segments by collaborating with other businesses and brands. It could,
for instance, collaborate with sustainable fashion brands or partner with online
retailers.
 Innovation: M&S has a long history of innovation, and the company can continue to
do so and introduce new products and services to keep customers coming back. It
could, for instance, make investments in digital technologies to enhance the shopping
experience both in stores and online.

M&S faces challenges from increasing competition and shifting consumer behaviour, but
these opportunities could assist it in driving growth and remaining competitive in the retail
market.

Threats

Marks and Spencer (M&S) face a few dangers that could influence its presentation and
market position. Some of these dangers are:

 Intense competition: M&S faces competition from both offline and online retailers
in the highly competitive retail sector. This could influence how well it can keep
customers coming back.
 Economic uncertainty: M&S is vulnerable to economic downturns and shifts in
consumer spending habits because most of its revenue comes from the UK market.
The COVID-19 pandemic and the ongoing uncertainty surrounding Brexit could have
a greater impact on the company's performance.
 Supply chain disruptions: M&S buys its goods from all over the world, so any
problems with its supply chain, like natural disasters or political unrest, could make it
harder for the company to get its products to customers.
 Changes in consumer behaviour: M&S's sales and market position could be
impacted by changes in consumer behaviour, such as a preference for online shopping
or a focus on sustainability, if the company is unable to adapt.
 Negative brand perception: In recent years, M&S has been criticized for being out
of date and not appealing to younger customers. The company's ability to acquire and
keep new customers may be affected by this perception.

M&S's ability to grow and remain competitive in the retail market may be affected by these
threats. To succeed, the business must continue to adjust to shifting consumer preferences
and market conditions.

5. OMNICHANNEL PLATFORMS USED BY MARKS & SPENCER

M&S has executed a few omnichannel stages to give clients a consistent shopping experience
across various channels. Some of these platforms are:

 M&S.com: The e-commerce platform of M&S, which gives customers access to a

wide range of products, from clothing to home goods, when they shop online.
  Mobile App: Customers now have a quick and easy way to shop while on the go with
the M&S mobile app. Additionally, the app offers individualized recommendations
based on a customer's preferences and past purchases.

 Ordering Online: M&S has implemented in-store ordering, which enables customers
to place online orders and pick them up in-store or have them delivered to their
doorstep.

 Collect & Click: With M&S's Click & Collect service, customers can order products
online and pick them up in-store for a more convenient shopping experience.

 Styling Online: Customers can schedule a virtual styling session with an M&S stylist
through the company's Virtual Styling service. Customers can find the right size,
style, and fit thanks to the stylist.

 Web-based Entertainment: Customers can interact with M&S through its strong
presence on social media platforms like Facebook, Instagram, and Twitter, where they
can learn about new products and promotions.

 In-store digital displays: Marks & Spencer uses digital displays in-store to showcase
its products and provide customers with information about promotions and other
services.

 Email marketing: The company sends regular email newsletters to its subscribers,
which include information about new products, promotions, and offers.

 Customer service channels: M&S offers customer service through various channels,
including email, phone, and live chat.

M&S has been able to offer customers a streamlined shopping experience across all its
channel's thanks to these omnichannel platforms.

6. MARKS & SPENCER SALES MANAGEMENT STRATEGY

Marks & Spencer (M&S) uses a number of sales management strategies to drive revenue and
profitability. Here are a few key elements of its sales management strategy:

1. Customer-centric approach: M&S puts a strong emphasis on customer service and

satisfaction, with a focus on building long-term relationships with customers. The
company uses customer data and insights to personalize the shopping experience and
offer relevant products and promotions.

2. Multi-channel sales approach: M&S uses a multi-channel approach to sales, with a

presence across brick-and-mortar stores, online, and mobile. This allows customers to
shop in the way that is most convenient for them, and also helps M&S reach a wider
audience.
 3. Product assortment management: M&S carefully manages its product assortment to
ensure that it meets the needs and preferences of its target customers. The company
uses sales data and market research to identify trends and adjust its product offerings
accordingly.

4. Pricing strategy: M&S has traditionally positioned itself as a mid-range retailer, but
has adjusted its pricing strategy in recent years to be more competitive. The company
offers frequent promotions and discounts to incentivize purchases, and also has a
loyalty program to reward repeat customers.

5. Sales forecasting and inventory management: M&S uses data analytics and
forecasting tools to predict demand for its products, and adjusts its inventory levels
accordingly. This helps ensure that products are in stock when customers want to buy
them, and also helps the company avoid overstocking and excess inventory.

6. Sales performance tracking and analysis: M&S uses sales performance tracking and
analysis tools to monitor sales trends and identify areas for improvement. The
company also conducts regular reviews of store and employee performance, and uses
this data to optimize staffing and training.

Overall, M&S's sales management strategy is focused on delivering a seamless and

personalized shopping experience to customers, while also using data and analytics to
optimize inventory management and pricing. By staying attuned to customer needs and
preferences, and adapting to changing market conditions, M&S aims to continue driving sales
growth and profitability.

7. BUSINESS PROBLEM FACED BY MARKS & SPENCER – BECAME

UNFASHIONABLE

For more than a century, Marks & Spencer (M&S) has been a staple of the British high street,
providing generations of shoppers with high-quality clothing and food. However, the
company has been confronted with a growing number of difficulties over the past few years,
including competition from fast-fashion retailers and shifting consumer preferences. Quite
possibly of the greatest test that M&S faces is the discernment that it has become
unfashionable.

The reasons why people say its unfashionable are:

Conservative Styles:

Consumers and industry analysts have begun to see M&S as out of style for several different
reasons. The company's association with more conventional, conservative fashions that are
not considered trendy, or fashionable is one of the primary reasons. M&S has a long history
of being known for its timeless clothing lines that are made to last. Notwithstanding, lately,
more youthful buyers have shown an inclination for more patterns drove plans that are more
intelligent of their singular style and character. M&S's relevance among younger customers
has diminished because of its inability to adapt to the rapidly evolving fashion industry.
Pricing Strategy:

Pricing strategy is another factor that contributes to M&S's unfashionable image. The
company has traditionally positioned itself as a supplier of premium, high-quality goods at
competitive prices. However, as consumers have become more price-conscious and willing to
shop around for the best deals, this strategy has become less effective in recent years. M&S
has lost ground since it has neglected to track down a price and fashion formula to contend
with rivals like Primark, Zara and new online labels like Hush. A variety of factors, such as
shifting consumer preferences, rising price sensitivity, and the rise of e-commerce, have
fuelled this competition. M&S has been unable to successfully compete with these more
recent rivals in terms of price and fashion. Primark, for instance, is known at its low costs and
quick style model, while Zara has gained notoriety for offering pattern drove plans at
reasonable costs. With a focus on sustainability and ethical production, Hush and other online
labels offer fashionable clothing of high quality at affordable prices.
M&S has lost market share and sales because of its inability to develop a strategy that can
effectively compete with these brands. Some analysts have suggested that the company's
pricing strategy has been overly dependent on discounting and promotional activities, which
can reduce profit margins and damage brand equity over time. Simultaneously, M&S has
confronted difficulties in creating stylish plans that reverberate with more youthful shoppers,
who are progressively centred around distinction and self-articulation.

Marketing Strategy:

In addition to these variables, M&S's promoting technique has likewise been referred to as a
contributing component to its unfashionable picture. The company has traditionally relied on
more conventional forms of advertising, such as print and television commercials, which may
not appeal to younger customers, who are more likely to be influenced by digital marketing
and social media. In addition, M&S has been criticized for not engaging younger customers
sufficiently on social media, which is increasingly regarded as a crucial driver of brand
awareness and loyalty.

Inconsistent Sizing:

The problem of inconsistent sizing is another factor that contributes to the perception that
M&S is losing popularity. Customers who have complained that M&S clothing sizes are
inconsistent across product lines frequently voice this concern. Customers, especially those
who shop online, may find this frustrating because they are unable to try on clothing before
making a purchase.

M&S's reputation and customer loyalty may also suffer because of inconsistent sizing.
Customers who have had negative experiences with M&S sizing may be less likely to shop
there again in the future and may even tell others about their negative experiences. M&S's
sales and revenue may suffer because of this, as people may lose trust in the brand.

In addition, M&S's ability to compete with other fashion retailers may be hindered by
inconsistent sizing. If the sizing is consistent and reliable, customers who have had positive
experiences with other retailers may be more likely to shop there in the future. This may
disadvantage M&S and make it more challenging for the company to acquire new customers
and keep existing ones.
Lack of Innovation:

Lastly, there are those who contend that M&S is losing its fashion appeal because of its
failure to keep up with the most recent retail industry innovations and trends. M&S has been
criticized for sticking to its traditional retail strategy, whereas other retailers are attempting to
improve the customer experience by implementing novel technologies and business models.

New digital-first retailers have emerged because of a shift in consumer behaviour toward
mobile commerce and online shopping in recent years. These retailers have utilized new
innovations like augmented reality, artificial intelligence, and mobile apps to offer a more
customized and consistent shopping experience to clients. On the other hand, M&S has been
slow to adopt these new technologies, which has disadvantaged the company and made it less
appealing to younger customers who are more tech-savvy.

Additionally, M&S has been criticized for not keeping up with the most recent fashion trends.
Even though the brand is known for making timeless, classic pieces, younger customers are
increasingly looking for designs that are more in line with the latest trends and express their
individual style and personality. M&S has lost its appeal among younger customers because
of its slow response to this trend.

8. SUGGESION FOR SALES MANAGMENT STRATEGY FOR MARKS

& SPENCER

If a company like Marks & Spencer is perceived as unfashionable, there are several steps it
can take to try to address this issue. Here are some suggestions:

1. Innovate and stay on top of trends: In order to appeal to younger consumers and stay
relevant, M&S could invest in trend forecasting and design to create new collections
that are fashionable and on-trend. The company could also consider collaborating
with popular designers or influencers to create limited edition collections or generate
buzz around new product launches.

2. Consider price and value: M&S could review its pricing strategy to ensure that its
products are competitively priced, while also emphasizing the value of its products.
This could include highlighting the quality of materials or workmanship, offering free
alterations or repairs, or offering loyalty rewards to customers.

3. Enhance online offerings: As more consumers shift to online shopping, M&S could
focus on improving its e-commerce platform to provide a seamless and user-friendly
shopping experience. This could include optimizing the website for mobile devices,
offering personalized recommendations based on customer data, or offering
convenient delivery and return options.

4. Ensure consistent quality: M&S could invest in quality control processes to ensure
that its products are consistently well-made and reliable. This could include reviewing
its manufacturing processes, working with suppliers to improve quality, or
implementing more rigorous quality control checks.
 5. Embrace sustainability and ethical production: As consumers become more conscious
of sustainability and ethical production, M&S could focus on communicating its
efforts to reduce its environmental impact and ensure fair labour practices throughout
its supply chain. This could include using sustainable materials, reducing waste and
emissions, or implementing ethical sourcing policies.

6. Listen to customer feedback: M&S could actively solicit feedback from customers
through surveys, focus groups, or social media engagement. This feedback could be
used to inform product development, marketing strategies, or customer service
initiatives, and help M&S stay in tune with the evolving needs and preferences of its
customer base.

9. CONCLUSION

In conclusion, Marks & Spencer must maintain a solid sales and marketing strategy in order
to compete in today's dynamic retail marketplace. Marks & Spencer may effectively engage
customers, grow sales, and boost brand loyalty by applying the proposed ways. Improving the
online shopping experience, leveraging social media and influencer partnerships,
implementing a robust loyalty programme, integrating an omnichannel approach,
personalising marketing efforts, emphasising sustainability and ethics, seeking collaborations
and partnerships, showcasing customer reviews and testimonials, and utilising data-driven
insights are key elements of the strategy.

Marks & Spencer can create a smooth and personalised shopping experience that connects
with customers by focusing on these areas. Furthermore, emphasising sustainability and
ethical practises aligns with the growing consumer demand for brands that are responsible
and conscious. To stay ahead and consistently improve the brand's sales and marketing
activities, regular evaluation and adaption of tactics based on customer feedback and market
developments will be required.

Marks & Spencer can increase its market position, attract new customers, and develop long-
term loyalty with a well-rounded and customer-centric approach, assuring the brand's success
in the future.

10. REFERENCE AND BIBILIOGRAPHY

Help | Marks and Spencer. (n.d.). Help | Marks and Spencer.

https://www.marksandspencer.in/help#About-About
In-Text Citation: (Help | Marks and Spencer, n.d.)
ShieldSquare Captcha. (n.d.). ShieldSquare Captcha. https://www.globaldata.com/company-
profile/marks-and-spencer-group-plc/
Marks & Spencer. (n.d.). Fashionabc. https://www.fashionabc.org/wiki/marks-spencer/
M&S: Five reasons the retailer is struggling. (n.d.). BBC News.
https://www.bbc.com/news/business-53478403
Omnichannel Advantage: Stepping up Local Fulfilment This Festive Season Supported by
Our 3,000 Support Centre Colleagues. (2022, January 1). Marks & Spencer.
https://corporate.marksandspencer.com/omnichannel-advantage-stepping-local-fulfilment-
festive-season-supported-our-3000-support-centre