Let’s go grab a sandwich
In the past couple of years, M&S’s Food on the Move business has reversed a decline, and moved to rapid growth.
How? By getting close enough to customers to spot the small things that can make a big difference.
M&S approached Happen wanting to rejuvenate its Food on the Move offer and compete more successfully with a vast range of high street and grocery competitors
They had plenty of data – our challenge was to bring to life the people behind those numbers and get as close as we could to when, where and how they were making their decisions. So together with our clients we spent time with dozens of consumers, hanging out in their offices, where we asked them to tell us about not just what they ate but how it made them feel.
Our clients got the chance to see first-hand how the customer journey begins long before they enter the store. How people’s choices of where to go and what to eat are influenced by not only their monthly budgeting, office chit-chat but by their mood, freshness, and how easy they can imagine the shelves to help them decide what they want.
This is turn helped us to identify what M&S needed to do to get it right – like making sure food-on-the-move shoppers do not have to fight through crowds or wait in line behind people with trolleys full of shopping.
By giving consumer needs a face and a voice, we were able to work with M&S on opening up solutions to a range of customer frustrations, made to feel even more important with only 20 minutes for lunch! Our work paid attention to the details that matter inspiring changes to layout to speed up choices (putting crisps on low shelves below the sandwiches was a particularly successful move), helping us inject more emotion into the words on all sandwich packaging, and the introduction of takeaway coffee across their stores.
As a result of all this, breakfast sales increased by 115%, snacking sales hit £26 million and Food on the Move moved to being an M&S success story. To achieve numbers like that, sometimes you have to look behind the numbers.
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