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Laura Wade-Geary is the executive director of multichannel at Marks and Spencer and has managed to spearhead major digital lowes department store transformation for the 130-year-old retailer.
In 2005 there were 167m domestic internet connections lowes department store worldwide, for 2015 the forecast is for around 2.7bn. Although not much of a surprise, the interesting thing to takeaway from this is the fact that in 2005 none of those connections were on a mobile device. In 2015 more than three-quarters will be.
It did this by not only building its own ecommerce site from scratch but also by putting publishing and content lowes department store at its heart. Shoppers are 24% more likely to buy from a website if they ve viewed editorial content first.
Laura Wade-Geary believes it is indeed doing the latter. Ecommerce is effectively being a 24/7 shop-window to the whole brand experience. Some people will choose to browse and convert online while a huge number of people will use the website but choose to purchase in-store.
There lowes department store was little digital capability lowes department store within the business. lowes department store In order to achieve transformation, it had to start at the top in the boardroom. It did this by hiring an ecommerce expert and putting them on the board and making sure there was a digital focus in the non-executive team.
Many shop assistants were annoyed that they would put in all the hard work of selling a product to a customer, only to then have that customer go away and make the final purchase on the website. This meant they missed their sales targets.
In order to address this, Laura Wade-Geary made life miserable lowes department store for the management accountants by ensuring that everybody can claim the credit for an online sale. The retail staff, the ecommerce lowes department store team, the marketing, they can all claim the sale and this helps join up the previously disparate teams.
Back in the old Amazon days, in-store staff used a completely different looking platform to help customers with their enquiries. Now the staff use the new website in-store, just like the customers do, ensuring a consistent customer experience.
M&S used to fulfil its orders from a variety of depots around the country. Therefore it wasn t just the front-end that needed transforming, M&S also had to invest in an efficient distribution network.
Marks and Spencer s first day of trading online was in 1999, some five years after the very first online transaction ever made. M&S took 1,200 that day. M&S now makes that amount lowes department store every few seconds. Further reading
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