Marks & Spencer is planning to rewrite the product descriptions of 50,000 items in a bid to “turbocharge” online growth.
M&S is planning to completely rewrite the product descriptions of its entire online non-food range as part of its new digital transformation programme.
The retailer has enlisted the help of content creation agency Quill, which has provided a similar service for Ebay, Tommy Hilfiger, Louis Vuitton, John Lewis and MatchesFashion, to enhance its SEO and optimise content in a bid to drive growth at M&S.com.
It comes just weeks after M&S launched its grocery range online for the first time in its history thanks to a new joint venture with Ocado.
The move also forms part of M&S wider “Never the Same Again Programme”, marking a heavy investment in and focus on becoming a “digital first” retailer.
Alongside its debut launch online with Ocado, M&S has overhauled its iconic “Sparks” loyalty scheme to be entirely digital, and its new app has now been downloaded over 1 million times.
“Customer shopping habits have changed, the trend toward digital has been accelerated which means ensuring great content on our website is even more critical,” M&S’ head of product content Stuart Stiles said.
“Quill is the leading supplier of SEO, website-ready product descriptions. Working with Quill over the past year, we have seen fantastic results in terms of quality, collaboration, and speed and we’re looking forward to continuing to work together.”