M&S has today launched a brand-new customer engagement campaign that harnesses the endorsement power of its 53,000 Foodhall colleagues to shine a spotlight on their favourite M&S Food.
'My M&S Favourite', which has launched in over 1,000 M&S stores across the country today, sees M&S colleagues donning new, personalised badges declaring their favourite M&S products. It will also be supported on shelf décor calling out M&S’ colleague recommendations to customers.
The campaign comes on the back of M&S internal research showing that personal recommendations matter more than anything else when it comes to influencing purchases and that 90% of customers are more likely to buy something that has been recommended to them.
Sharry Cramond, Food Marketing Director, said, “From our much-loved Percy Pigs through to our famous Cornish Cruncher Cheddar, M&S sells amazing food and everyone has their favourite.
“Our colleagues are really proud of the products we sell and, in an era of personalisation, when nothing matters more to our customers than a friendly recommendation, this gives M&S a real advantage.
“We want to have some fun with customers over the summer with this campaign and we’re kick-starting it by using the influence of our people to get the nation talking about their favourite M&S products. And just for the record – mine is our Toffee Shortbread Petticoat Tails which are truly delicious!”