Marks & Spencer has added a webshop – powered by Amazon – to its successful outlet formula that brings 1,300 articles closer to the customers who live too far from any of the 50 physical M&S Outlet stores.
Taking back customers
With the move towards an online outlet store, M&S hopes to attract shoppers with cheaper clothes, as the chain has been suffering from cheaper rivals in shopping streets, but also from supermarkets and other online stores. M&S hopes to lure their customers back through discounts up to 40% and their higher-quality clothing. Delivery in the UK is free until the beginning of March as a kind of welcome gift, while subscribing to the M&S online outlet newsletter earns you another 10% discount.
Analysts question the M&S move, as the new online store may lure customers away from their own 'full price' online store, especially for timeless items. But, as the proof of the pudding is in the eating, only the future can show whether or not the online outlet store will have been a good move...