relaunch

Where did the Marks & Spencer website relaunch go wrong?

When the news about Marks and Spencer’s sales results broke a couple of weeks ago it immediately got my attention.

The Chief Executive and other senior figureheads clearly laid the blame of the 8.1% drop in sales and resulting share price dip on the launch of its new website.

The new site comprised a smart redesign coupled with a platform shift from Amazon’s services to its own.

There have been many documented cases of website usability causing a huge impact to revenue (the $300m button being the most famous) so I wondered whether this too was one such example or whether more cynically perhaps, the City had been handed an unfortunate scapegoat. 

Fenwick: 10 tips for a potential ecommerce giant

Why would a department store close its online store while building a new one?

And, having done that, what should the company do to make sure the relaunch maximises the opportunity?

Here are 10 suggestions for one particular retailer doing exactly that.