M&S drops plans to sell shoppers chilled tap water
By Ben Bold, marketingmagazine.co.uk, Thursday, 16 June 2011 08:49AM
Marks & Spencer has scrapped its initiative to sell water for 20p from in-store vending machines after disappointing sales.
The high-street retailer ran a fortnight trial ran at its Marble Arch flagship store, where consumers could fill their own bottles or purchase one in-store for £3.
The firm's own-brand bottled mineral water costs 65p for 500ml.
If the scheme had been successful it could have been rolled out across other M&S stores.
A spokesman for the retailer confirmed that the trial, which ran for two weeks to "gauge consumer interest" was "not successful" and has since been abandoned. He said: "We do run small-scale trials all the time."
The vending machine was supplied by The Chill Water Company.
It markets its products and services as a more environmentally-friendly alternative to bottled tap water.
This article was first published on marketingmagazine.co.uk
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