Conlumino: M&S’s multi-channel approach in France hits right note

M&S: supporting stores in France with dedicated website

M&S: supporting stores in France with dedicated website

Marks & Spencer (M&S) has returned to France with the opening of a flagship store on the country’s most prestigious shopping street, the Champs Elysees.

The opening of the new store comes a month after M&S launched a dedicated French website to support its renewed expansion in the country and will be joined by further store openings in strategic locations across the city.

Simon Chinn, lead consultant at retail research agency, Conlumino, said: “M&S’s return to mainland Europe was announced a while ago, but with last month’s launch of a dedicated French website and now with the opening of the three-storey flagship on Paris’s main shopping street, M&S is set to make its mark anew in the French retail market.

“We believe M&S is taking the right approach this time, with the opening of a few large flagship stores showcasing its core offer, which will be supported by a larger range available online. An integrated multi-channel operation fits well into the French retail landscape, with French consumers increasingly shopping for clothing online. The flagship stores to be opened across the capital and ultimately in other cities will help raise awareness of M&S’s offer and drive traffic to its web offer.”