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Marks & Spencer (M&S) has been a trusted name in British retail for generations, known for its quality clothing, food, and home products. But as online shopping habits evolved, M&S saw an opportunity to re-imagine its digital experience to make it more personal and intuitive for customers. By leveraging Quin AI’s ability to accurately predict customer behavior, M&S was able to deliver tailored experiences that not only boosted conversions but also respected customer privacy.
M&S's results
- Increased online conversions by 30%
- The conversion rate doubled (2.05X) between midnight and 8:00 AM
- Conversions in the Baby & Child product category increased by 22%
- Achieved a 24% cross-sell success rate specifically for underwear products
- Average basket size increased by 1.43X
Marks & Spencer (M&S) has been a trusted name in British retail for generations, known for its quality clothing, food, and home products. But as online shopping habits evolved, M&S saw an opportunity to re-imagine its digital experience to make it more personal and intuitive for customers. By leveraging Quin AI’s ability to accurately predict customer behavior, M&S was able to deliver tailored experiences that not only boosted conversions but also respected customer privacy.
M&S's results
- Increased online conversions by 30%
- The conversion rate doubled (2.05X) between midnight and 8:00 AM
- Conversions in the Baby & Child product category increased by 22%
- Achieved a 24% cross-sell success rate specifically for underwear products
- Average basket size increased by 1.43X
Challenge #1: Privacy
With tightening restrictions on third-party cookie use, M&S realized it would be increasingly difficult to accurately:
- Predict visitor behavior
- Understand customer needs
- Meaningfully connect with a broader audience
Without addressing these issues, M&S risked falling short of key performance goals essential to their online growth.
Quin AI’s solution #1: Only use real-time, first-party data
Quin AI stepped in with a privacy-first approach, using real-time, first-party data.
Unlike traditional tools, Quin AI avoids collecting sensitive personal information like names, addresses, or locations. Instead, it only focuses on how users interact with the M&S website. This ensures customer privacy while delivering unbiased, actionable insights in real-time.
With this data, M&S quickly spotted visitors about to leave their shopping journey and re-engaged them at just the right moment, turning potential drop-offs into completed purchases.
The result? A seamless, engaging, and privacy-safe shopping experience for M&S customers.
Challenge #2: Capturing visitor attention
After experiencing the impact of real-time customer behavior insights, M&S was eager to create even more tailored user experiences.
However, they faced a challenge: their data, especially for new users, wasn't detailed enough to pinpoint their underperforming:
- Hours
- Product categories
- Products
Without the above information, refining their strategy would be tough.
Quin AI’s solution #2: Hyper-personalization
Quin AI provided M&S with a unified platform that easily integrated with their existing systems, making real-time data sharing across digital channels a breeze.
This allowed M&S to dive deep into their shoppers' behavior and uncover valuable insights into customer preferences. With these insights, they fine-tuned their marketing strategies and streamlined inventory management, driving growth in specific product categories.
Examples of tailored engagement strategies that boosted M&S's digital performance:
- Increasing conversions during midnight-to-morning shopping hours: M&S experienced a new challenge that their conversion rate dropped overnight. With Quin AI, M&S pinpointed visitors who were on the verge of abandoning their shopping journey but could still be persuaded with the right engagement. By stepping in at just the right moment, they stabilized conversion rates and saw an impressive 105% boost in conversions.
- Boosting sales in the 'Baby & Child' product category: Through ongoing collaboration with M&S and real-time data analysis, Quin AI uncovered a key opportunity: the Baby & Child category was underperforming compared to the site’s overall average. We worked with M&S to spot a key group of shoppers abandoning their carts in this category. By engaging them with well-timed, tailored incentives, we boosted conversions by 22%, bringing the category’s performance up to match the rest of the site.
- Driving cross-sales between men’s pajamas and underwear: Quin AI helped M&S uncover a valuable opportunity to boost sales in their men’s underwear category. By analyzing user behavior, the algorithm identified cross-selling potential among shoppers browsing both men’s pajamas and underwear. Instead of leaving these visitors to navigate the site independently, Quin AI guided them to a curated collection of related products tailored to their interests. This seamless, personalized approach engaged shoppers and encouraged them to explore additional items, resulting in an impressive 24% of the target audience adding extra products to their carts – all without the need for discounts!
- Encouraging multi-item purchases to increase basket value: To help M&S increase basket sizes and boost product sales, Quin AI focused on a key group of shoppers with only one item in their carts. Among them, Quin AI identified those most likely to add a second product to their basket, allowing M&S to deliver tailored incentives at the right moment to engage this audience. This strategy proved highly effective, increasing both the total basket value and the number of products sold. In fact, in 51 out of 185 sessions, shoppers added more items to their carts, driving significant growth in overall sales.
Challenge #1: Privacy
With tightening restrictions on third-party cookie use, M&S realized it would be increasingly difficult to accurately:
- Predict visitor behavior
- Understand customer needs
- Meaningfully connect with a broader audience
Without addressing these issues, M&S risked falling short of key performance goals essential to their online growth.
Quin AI’s solution #1: Only use real-time, first-party data
Quin AI stepped in with a privacy-first approach, using real-time, first-party data.
Unlike traditional tools, Quin AI avoids collecting sensitive personal information like names, addresses, or locations. Instead, it only focuses on how users interact with the M&S website. This ensures customer privacy while delivering unbiased, actionable insights in real-time.
With this data, M&S quickly spotted visitors about to leave their shopping journey and re-engaged them at just the right moment, turning potential drop-offs into completed purchases.
The result? A seamless, engaging, and privacy-safe shopping experience for M&S customers.
Challenge #2: Capturing visitor attention
After experiencing the impact of real-time customer behavior insights, M&S was eager to create even more tailored user experiences.
However, they faced a challenge: their data, especially for new users, wasn't detailed enough to pinpoint their underperforming:
- Hours
- Product categories
- Products
Without the above information, refining their strategy would be tough.
Quin AI’s solution #2: Hyper-personalization
Quin AI provided M&S with a unified platform that easily integrated with their existing systems, making real-time data sharing across digital channels a breeze.
This allowed M&S to dive deep into their shoppers' behavior and uncover valuable insights into customer preferences. With these insights, they fine-tuned their marketing strategies and streamlined inventory management, driving growth in specific product categories.
Examples of tailored engagement strategies that boosted M&S's digital performance:
- Increasing conversions during midnight-to-morning shopping hours: M&S experienced a new challenge that their conversion rate dropped overnight. With Quin AI, M&S pinpointed visitors who were on the verge of abandoning their shopping journey but could still be persuaded with the right engagement. By stepping in at just the right moment, they stabilized conversion rates and saw an impressive 105% boost in conversions.
- Boosting sales in the 'Baby & Child' product category: Through ongoing collaboration with M&S and real-time data analysis, Quin AI uncovered a key opportunity: the Baby & Child category was underperforming compared to the site’s overall average. We worked with M&S to spot a key group of shoppers abandoning their carts in this category. By engaging them with well-timed, tailored incentives, we boosted conversions by 22%, bringing the category’s performance up to match the rest of the site.
- Driving cross-sales between men’s pajamas and underwear: Quin AI helped M&S uncover a valuable opportunity to boost sales in their men’s underwear category. By analyzing user behavior, the algorithm identified cross-selling potential among shoppers browsing both men’s pajamas and underwear. Instead of leaving these visitors to navigate the site independently, Quin AI guided them to a curated collection of related products tailored to their interests. This seamless, personalized approach engaged shoppers and encouraged them to explore additional items, resulting in an impressive 24% of the target audience adding extra products to their carts – all without the need for discounts!
- Encouraging multi-item purchases to increase basket value: To help M&S increase basket sizes and boost product sales, Quin AI focused on a key group of shoppers with only one item in their carts. Among them, Quin AI identified those most likely to add a second product to their basket, allowing M&S to deliver tailored incentives at the right moment to engage this audience. This strategy proved highly effective, increasing both the total basket value and the number of products sold. In fact, in 51 out of 185 sessions, shoppers added more items to their carts, driving significant growth in overall sales.
Quin AI and M&S: What does the future hold?
By addressing key challenges like privacy concerns and visitor engagement, Quin AI empowered M&S to create personalized, impactful shopping experiences that resonated with customers.
The results speak for themselves: from boosting online conversion rates by 30% to driving a 24% increase in cross-sell ratios, Quin AI’s solutions have revolutionized M&S’s e-commerce strategy.
However, the journey doesn’t end here – M&S and Quin AI remain committed to exploring new ways to optimize campaigns that:
- Increase average basket sizes.
- Encourage upsells
- Prompt shoppers to use assistance tools to select accurate sizes
- Promote ongoing marketing campaigns to the right customers at the right moment
With this ongoing partnership, M&S is poised to keep setting the standard for exceptional digital retail experiences, ensuring customers stay engaged and satisfied with the classic brand many know and love. By combining tradition with innovation, M&S and Quin AI are redefining what it means to deliver a seamless, personalized shopping experience.
Quin AI and M&S: What does the future hold?
By addressing key challenges like privacy concerns and visitor engagement, Quin AI empowered M&S to create personalized, impactful shopping experiences that resonated with customers.
The results speak for themselves: from boosting online conversion rates by 30% to driving a 24% increase in cross-sell ratios, Quin AI’s solutions have revolutionized M&S’s e-commerce strategy.
However, the journey doesn’t end here – M&S and Quin AI remain committed to exploring new ways to optimize campaigns that:
- Increase average basket sizes.
- Encourage upsells
- Prompt shoppers to use assistance tools to select accurate sizes
- Promote ongoing marketing campaigns to the right customers at the right moment
With this ongoing partnership, M&S is poised to keep setting the standard for exceptional digital retail experiences, ensuring customers stay engaged and satisfied with the classic brand many know and love. By combining tradition with innovation, M&S and Quin AI are redefining what it means to deliver a seamless, personalized shopping experience.
