Marks & Spencer attacks Australian market
British retailer, Marks & Spencer, has launched a new online store to target Australian online shoppers, but says there are no plans to open a bricks and mortar store in Australia.
“Whilst we always look at new opportunities, we have no current plans to open stores in Australia,” David Wamsley, director of M&S.com, told Internet Retailing.
“Our online capability provides us with a true national reach in Australia and gives us the flexibility to grow and shape our proposition in line with demand for our products and services,” Wamsley said.
Launched last week, the local website http://www.marksandspencerlondon.com/au , is a response to consumer demand. Australia is already one of M&S’s largest online markets based on customers using its international delivery service. Global shoppers can have products delivered to more than 30 countries via M&S’s UK website.
“Australia is firmly established as one of our top performing international delivery markets and our new localised website presents a key growth opportunity for our international online business,” Wamsley said.
The site offers improved features for Australian shoppers, including seasonally relevant products and editorial content, Australian pricing and sizing and local payment options including PayPal and Amex.
Delivery and returns for the more than 10,000 clothing and homewares products available through the site have also been improved, by offering a local returns address within Australia and same-day courier pick up from home.
“We’ve developed a local offer in Australia to grow business and increase customer engagement in the market,” Wamsley said. “The improved delivery and local pricing options offer existing customers an enhanced experience and aim to entice new customers to the site.”
The website launch will be supported by M&S’s first Australian marketing campaign across radio, digital and social platforms – using the tagline ‘British style for Australian life’.
Currently there isn’t a local team in Australia to support the website.
Marks & Spencer now has dedicated websites in nine international markets, including its recently launched flagship website in New Zealand (launched on January 4), in addition to its presence on leading online marketplaces in China and India.
Marks & Spencer also operates on online marketplaces such as China’s Tmall.com.
Internationally, M&S already has a ‘bricks & clicks’ strategy across stores and e-commerce sites in Ireland, France, Netherlands and China.
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