Running in over 1,000 M&S stores, the “My M&S Favourite” campaign involves M&S staff wearing personalised badges showing details of their favourite M&S products. The campaign will be supported with shelf décor where staff recommendations are also displayed.
Sharry Cramond, M&S 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.”
The campaign follows M&S’s internal research which found that personal recommendations matter more than anything else when it comes to influencing purchases. It also found that 90% of customers are more likely to buy something that has been recommended to them.
Cramond added: “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.”