Customer Success Story:
M&S
Marks and Spencer, commonly known as M&S, is a multinational fashion retailer founded in 1884 in Leeds, UK, by Michael Marks and Thomas Spencer. The company specialises in selling clothing, beauty, home products and groceries. They currently have over 900 stores in the UK alone, more than 400 stores overseas and over 100 websites globally.
A Legacy Meets Digital
M&S has become a multinational fashion retailer with over 900 stores in the UK, more than 400 stores overseas, and over 100 websites globally. To maintain leadership in an evolving retail landscape, M&S identified the need to elevate their digital shopping experience by integrating future-proof features that would offer customers a better, more seamless online journey.
Bringing Modern Retail Trends
To stay ahead of evolving customer expectations, M&S sought to bring a modern touch to their digital platforms. One of the priorities was to introduce live shopping, reflecting one of the latest trends in global e-commerce. In parallel, they required a smarter Order Management System (OMS) to handle more complex scenarios tailored to customer needs and preferences, ensuring maximum convenience across all touchpoints.
Connecting Every Channel
Creating variants by weight became essential for providing clear cost transparency to customers. Beyond product features, M&S aimed to create real-time connections between digital and physical sales channels.
By giving store staff access to customer profiles, purchase history, and endless aisles, the brand could extend in-store experiences to include the vast selection of their online inventory.
Digital, Seamless, Human
By leveraging Akinon’s B2B Commerce, OMS, InStore App, Live Commerce, and Omnitron solutions, M&S turned digital retail into a connected, frictionless experience.
Combining cutting-edge e-commerce with the human touch of live shopping, they successfully translated their heritage of personal service into modern online interactions while ensuring convenience at every stage of the journey.
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M&S’s journey reflects their mission: It’s never too late to join and conquer the online market.
