M&S Food – Christmas
Mapping the Christmas Journey
M&S Food wanted to grow their Christmas Food-to-Order business significantly, but had limited understanding of how customers actually felt about Christmas, and how M&S performed at Christmas Food-to-Order experience vs. competitors.
WHAT WE DID:
Using a combination of existing shopper data analysis and primary qualitative and quantitative research, we created two consumer-focused journey maps. Covering the total Christmas Food journey and M&S’s specific journey, we developed issues to resolve, journey principles & signature moments.
Our work has helped M&S Food think more broadly about the Christmas Food customer journey, and the role of Christmas Food-to-Order within it. This has formed the basis for their key strategic planning, which will set M&S Food up for future success in Christmas 2020.