This month, M&S will extend its Remarksable food marketing campaign to its home division, in a move to spotlight the value of its entry-price home products.
In May 2021, M&S announced the progression of its transformation plan. The retailer is now shaping future growth, and sees its home business as a key opportunity.
M&S has a broad customer base – including 22m customers who have never purchased with M&S Home. As set out at a recent investor morning, taking just 10% of these customers' spend with key competitors would be worth £150m to the brand.
Over the past two years, M&S Home has begun to reshape, led by a strengthened leadership team headed up by the director of home, Heidi Woodhouse. As well as developing better products, the team has focused on style credentials with the introduction of shop by trend on M&S.com, revamped the shopping experience with new ways to shop including virtual appointments with a home expert, and created more reasons to visit M&S.com to shop for home goods with the introduction of third-party brands. The result of these changes has been positive market share growth across a number of areas including bath, bedding and kitchenware, says the retailer.
In food, the Remarksable campaign has helped drive value perception to its strongest in four years, and the home campaign is looking to introduce M&S Food customers who recognise the value offered by the retailer to its homewares – such as non-stick pans and pure cotton towels.
Heidi Woodhouse says: “We know that for millions of customers the pandemic has changed how they feel about the space they call home, making it an important growth opportunity. Millions trust us for the food and clothing products that matter most – and so we want to highlight to them the incredible trusted value of our home product, and Remarksable does just this, focusing on the unbeatable value of our entry-price product.”