The agency, which won the brief after a pitch, will work with M&S until its new site is fully operational in 2014. The retailer’s relationship with its digital agency LBi will continue. However, in the long term, a pitch for an agency to inform customers about the consumer experience offered by the site is expected to take place.
SapientNitro’s task is to create a digital platform and e-commerce system that will meet M&S’s target of increasing online sales from £500 million to between £800 million and £1 billion by 2014.
The retailer will take full ownership of the platform, as well as its customer data, which will enable it to tailor its online offer to the needs of its customers.
SapientNitro will also develop the M&S multi-channel customer experience.