A few years ago we used to talk about how one-day people would be able to research online, buy on their mobile and pick up in store. Despite the UK’s love of mobiles though, it took the game changer that is the iPhone to make retailers realize that plenty of people would use these nifty little devices to interact with their brands.
So I was pleased as punch on Wednesday 12th May at 7am when I found that the mobile version of the Marks and Spencer website had gone live (I may have had a little tip off that it was coming that week not just relentlessly checking out of curiosity). As one would expect the sites structure and content is simplified, making it easy to navigate but it simply extends the web experience and thereby feels familiar.
What I really wanted to know though, was, how easy would it be to buy? Given the recent addition to my wardrobe, I’d say it’s easy and wonderfully pain free.
For some reason I always find myself drawn to the category of ‘Dresses’ so there I was.
It was clear how many options there were: 1 to 12 of 222 (that’s some scrolling) and the results are sorted by Best Selling with the option to amend.
The pictures though small, are clear enough that you can recognise an item you’re familiar with and browse the collection if you’re interested.
The title of the product is clear, as is the price. But the part I was most impressed with was that it showed me how many reviews there were and the star rating.
Why was I impressed with this? Well it would have been an easy thing to drop in order to getting the mobile site out of the door.
And by placing it where space is exceptionally limited then, I believe it demonstrates how valuable M&S and their customers find this user generated content.
Scrolling down the page and you reach the 12th dress so time to hit next, select from the pagination options or to my surprise, narrow the selection based on size or colour.
I select the pagination option and accidentally hit the … that appears between 5 -19 and get thrown into an error. Not great, but nothing that as a user I can’t recover from, after all I’m still impressed that I can do any of this at all.
I select my item and am pleased that all of the supporting content that is used online is available:
Multiple shots of the product:
Reviews:
Product details:
Delivery options:
Size guide
So there was little in the way of cross and up sell but to be honest I’m not surprised, nor disappointed.
With 2 simple selections, size and quantity there it is, in the basket.
Now, this is the bit I was expecting to be tricky and arduous but to my surprise it was as easy as, well, buying online.
Integrated with my online account, I didn’t need to re-enter any details other than my credit card. There was one little sticking point however, and that was that the Forgotten password functionality, did not work meaning I ended up having to go to the website to get my details anyway. (But I checked this again today and it seems that this functionality is now working which is great).
As I went through the order process I decided to try click and collect, as my local store is one of those that are participating in the current trial.
Great, no delivery charge, no waiting in, no having to visit the post office on a weekend and invariably I always find myself in M&S on a weekend anyway.
With confirmation of my order both on the mobile and email I felt pleased at how easy it had been to place my order via my mobile – this will be great for all those last minute gifts and flower orders.
A few days later I popped into my local M&S and went up to the counter, “Hi, I should have an internet order for collection,” I said. I expected to be asked for an order number, a print out of something or other or greeted with a little surliness at least, but I was pleasantly surprised. The chap behind the counter simply asked me to write my name down, and as I did so he said ‘Oh yes, I remember that,’ he asked me to wait and within 2 minutes there was my little package. I confirmed my address and voila off I went with my new purchase.
If you’re wondering wouldn’t it be easier to have gone in the shop in the first place then the answer is no. My local M&S has only a small clothing section and I was kind of pleased that the item I had selected was not available in-store and it would have defeated the point of me testing out the site and services!
So well done M&S, the brand positioning of Your M&S was truly realized by allowing me to buy what, when, where and how I wanted and providing a (relatively) seamless experience across all channels.
