M&S, a beloved British institution, has long recognized that its flower brand was underperforming in the bustling environment of its Foodhall. This oversight represented a significant missed opportunity for the company.
Ambitious Goals for Brand Elevation
The primary objective of M&S was to elevate the flower brand to match the premium quality of the flowers themselves. This initiative was not merely about visual aesthetics; it was about creating an unforgettable experience that would transform customer perceptions of M&S flowers as higher quality and more premium. The goal was to increase purchase intent and market share within the highly competitive in-store floristry category.
To achieve this, M&S aimed to craft a compelling brand story that would resonate with its diverse customer base, which includes nearly half of the UK population. This effort was also aligned with M&S’s Plan A sustainability commitments, ensuring that the brand’s growth would be both profitable and environmentally responsible.
The “Unforgettable” Strategy
The core of the strategy revolved around the concept of “Unforgettable.” While flowers naturally fade, M&S wanted to ensure that the M&S Flower Market experience would leave a lasting impression.
Achieving this required a delicate balance. The company sought to transition from a product-focused approach to one that evokes emotional resonance. By elevating the functional aspects of floristry, M&S aimed to create a premium yet accessible design that would appeal universally to its diverse customer base.
Sensory Storytelling
A key component of the strategy was sensory storytelling. M&S focused on crafting a multi-dimensional experience that would engage customers even before they saw the first petal. This approach was designed to create a deeper connection with customers, enhancing their overall experience and encouraging repeat purchases.
Through these efforts, M&S is poised to transform its flower brand into a premium offering that not only meets but exceeds customer expectations, ultimately driving growth and sustainability in the competitive floristry market.
