THE CHALLENGE:

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.