Marks & Spencer's new campaign to push 19 million customers online

Marks & Spencer announced the start of a new campaign,

'The discover..,' on Thursday, to promote its revamped website to new and existing customers on Thursday. The department store group aims to convert the 19 million customers who shop in its UK stores, but not at its digital store to online shoppers as well.

UK's largest clothing retailer is almost at the end of its three-year turnaround scheme to transform M&S into a leading multi-channel international retailer, which is being spearheaded by CEO Marc Bolland. Part of the plans funding was invested in the group's new e-commerce distribution center and M&S relaunched website.

“Multi-channel shopping represents the future of retail and lies at the heart of our transformation plan,” commented Laura Wade-Gery, M&S executive director of multi-channel and e-commerce. “That’s why we have invested in building our new web platform to be in tune with our customers’ needs and fully integrated with the rest of our business.”

The campaign places key focus on the new website's editorial center, known as Style & Living, which features original content daily, curated by the group's own team as well as selected guest editors. The new website, which was launched this February, also offer up to 50 percent larger product images as well as a 360 degree videos to allow customers to see more of the product details.

“In line with this is our new focus on blending content and commerce to inspire customers and drive sales. Customers are 24 percent more likely to buy if they have had access to editorial content,” added Gery. “The campaign that we have launched aims to drive customers to experience the content rich website that we have created especially for them.”

M&S previously reported its best quarterly performance in clothing sales over the past three years last month, which could indicate that the group's turnaround plan may finally be achieving its desired results, with online sales increasing 12.5 percent during its fourth quarter to March 29.