M&S transforms competition into opportunity, showcasing unparalleled value and quality.
M&S Foods strategically capitalised on the temporary closure of a nearby competitor’s store by highlighting its commitment to value and essential products. This initiative aimed to draw in new customers to the M&S Canterbury location, showcasing the brand’s dedication to offering high-quality goods at competitive prices. Through focused marketing efforts, M&S Foods sought to position itself as the top choice for shoppers in the area, encouraging them to experience the brand’s unique offerings and superior shopping experience while their usual store was unavailable.
Campaign Strategy:
Implemented a local marketing strategy focused on demonstrating M&S’s commitment to quality and value, utilising direct engagement tactics such as leaflet distribution and in-store product tastings.
Execution:
Brand ambassadors, equipped with M&S tops and promotional materials, were deployed both inside and outside the Canterbury store. They distributed offer leaflets and facilitated product tastings, supported by tasting tables and detailed allergen information provided by the store team.
Impact:
This strategy effectively raised awareness among potential customers about M&S’s competitive pricing and quality, encouraging a shift in consumer preference during the competitor store’s refurbishment period.
