Only FKC could do M&S local marketing
300 new and re-furbished stores opened over 3 years.
Queues of some 200 people long outside new stores.
Create appropriate materials to support opening of 300 new and refurbished stores. Need to re-generate interest with customers who have been ‘missing’ their M&S store.
‘Your M&S’ needs to be made relevant at local level, ‘Your’ requires credibility and tangibility.
OUTTHINKING THE COMPETITION
Combine traditional localised door drops and inserts with the in-store launch activities and events.
A consistent look for all communications creating a ‘buzz’ for opening and driving footfall on launch day.