M&S says the new site design has been developed by its in-house team, in a two-and-a-half year project that involved ‘an extensive amount of user testing’.
The retailer has moved away from the Amazon platform and says it worked with Sapient, which has experience in this area, as well as longstanding IT partner TCS.
M&S says the user-feedback programme identified 40 ‘key customer insights’ which have been addressed in the new design.
These include functional updates such as improving the quality of search returns, to more strategic developments such as a stronger focus on editorial fashion and lifestyle guidance.
The new Style & Living section offers daily updated content from a dedicated editorial team, as well as celebrity and guest editors.
Elsewhere in the website, product shots have been made 50 per cent larger and catwalk and 360° video features have been included.
M&S says a new ‘three-tier navigation’ system makes it easier for customers to reach content more quickly.
M&S says the new website is a key part of its plans to ‘transform from a traditional British retailer into an international, multichannel retailer’.
To support the new site, and future developments, M&S says it has built a 50-strong software development team, as well as a specialised ‘digital lab’, which has been created to supply ‘a more start-up mentality to innovation and testing’.
Laura Wade-Gery, executive director multi-channel E-commerce at M&S, says, ‘We’ve put customers at the heart of our rebuild so that our new site really reflects how they want to browse and shop with us.
‘Online acts as the shop window to all our stores, products and brand, so we’ve used bigger, bolder and better-style imagery, and we aim to inspire and help our customers with a clear style point of view and compelling editorial content that’s refreshed on a daily basis.’
Wade-Gery adds, ‘We now have the capability to respond quickly and efficiently in a world where customers, technology and trend are quickly evolving.’