Maximizing International Performance Going Global with Marks & Spencer

Client
Marks & Spencer
Industry
Retail
Solutions

Digital Media
Accolades
The Drum 2020 Digital Advertising US, The Drum 2020 DADI's
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Increase in ROAS

477%

Including the UK, M&S work across 34 distinct international markets from big players like the US, Australia and France; to smaller markets like Albania, Kuwait and Brunei.

Historically, their approach had been to funnel most of their budgets (roughly 60%) into their top four players, 30% into the next four markets; leaving just 10% for the remaining 11 markets. We were tasked with developing a system that would allow them to maximise performance across all 34 of their target markets and tap into new channels of revenue.

Insights

Marks and Spencer Group plc is a major British multinational retailer, that specialises in selling clothing, home accessories and food products – mostly of their own label. M&S were looking to maximise their return on ad spend, developing a system that drove performance across all 34 target markets.

M&S wanted to drive return whilst and tapping into, and exploring new channels of revenue.

Strategy

We started by developing a custom cloud-based platform that handled thousands of data points across the 200 markets to plot that specific country’s potential and complexity.

From here we developed a scoring system, and established a unique score for each market to understand the key behavioural characteristics, and potential of individual countries.

It was important that we created an easy user interface to view this data so we created a Market Matrix which categorised each market into specific tiers – based off of their individual scores.

Once we identified the potential of each individual market and placed them in the appropriate tier, we built a separate strategy and approach for each tier to maximise success.