M&S began investing heavily in its online shopping platform to improve the user experience and features of the website, including smoother navigation, personalized recommendations and mobile optimization.

• Sparks Loyalty Program:

In 2015, M&S launched its Sparks Loyalty new Members Club, which digitally collects customer data to deliver personalised offers and rewards, enhancing customer engagement.

M&S further rolled out its Click & Collect (order online, pick up in-store) service, giving customers more flexibility to shop.

• Mobile app upgrades:

M&S has launched a more powerful mobile app that supports online shopping, in-store navigation, personalised recommendations and Sparks points management.

M&S has invested in upgrading its supply chain and logistics systems to support the rapid growth of its e-commerce business, including the introduction of automated warehousing and distribution technology.

• Cloud technology application:

M&S began to adopt cloud computing technology to improve the flexibility and scalability of IT systems to support the development of its digital business.

In 2019, M&S entered into a £750 million partnership with Ocado, the UK's leading online food retailer. The partnership enables M&S to offer a full online food delivery service and replaces Ocado's long-standing relationship with Waitrose.

• Food e-commerce expansion:

Through its partnership with Ocado, M&S has rapidly expanded its online food business to become a significant player in the UK food e-commerce market.

As consumer shopping habits shifted online during the COVID-19 pandemic, M&S increased its investment in digital channels.

• Launch of a digital version of the Sparks membership program:

Enhance customer engagement with personalized offers and rewards through a mobile app.

· Never the Same Again Plan: M&S has announced a comprehensive transformation plan to accelerate its digital transformation, including closing some physical stores and investing more in ecommerce and technology.

• Marks & Spencer. (2018). Annual report 2018. Marks & Spencer Corporate. Retrieved October 30, 2023, from https://corporate.marksandspencer.com/sites/marksandspencer/files/marks-spencer/results-reports-webcasts-and-presentation/annual-report-2018.pdf

• Marks & Spencer. (2019). Ocado retail. Marks & Spencer Corporate. Retrieved October 30, 2023, from https://corporate.marksandspencer.com/about-us/our-businesses/ocado-retail#:~:text=We%20announced%20the%20creation%20of,buying%20scale%2C%20through%20volume%20growth

• Butler, S. (2019, February 27). Marks and Spencer agrees £750m food delivery deal with Ocado. The Guardian. Retrieved October 30, 2023, from https://www.theguardian.com/business/2019/feb/27/marks-and-spencer-agrees-750m-food-delivery-deal-with-ocado

• Marks & Spencer. (2020). Never the same again: Annual report and financial statements 2020. Marks & Spencer Corporate. Retrieved October 30, 2023, from https://corporate.marksandspencer.com/sites/marksandspencer/files/Annual%20reports/3-presentation.pdf