M&S takes a swipe at discount culture as sales decline

Despite a decline in revenue, M&S credits its decision to “hold its nerve” 和 resist discounting too soon over the festive period as 它 returns to like-for-like sales growth for the first time in three years.

Despite contending with “unprecedented” discounting 和 a number of “disappointing one-off issues”, Marks & Spencer has seen 它s retail business return to like-for-like growth for the first time in three years.

而英国总收入下降了0.6%,但它并用0.2%的上升,对一个像对等的基础上在13周12月28日。粮食总收入同比增长1.5%(1.4%对像对等的基础上),但总的服装和家庭收入下滑了3.7%(1.7%对像对等的基础上)和国际业务下滑了2.3% 。

服装和家用网络营收同比增长了1.5%,这是低于预期的那样在十二月广泛的竞争对手折扣和降低销售的“大手笔”家具命中性能。

Speaking on a press call this morning (9 January), chief executive Steve Rowe pointed to improved performance during the third quarter across both M&S’s main businesses, highlighting that desp它e some “disappointing one-off issues” the UK retail business had made a return to like-for-like growth.

首席执行官单挑成功 “走出去跳线”圣诞节活动,这是由在坎塔圣诞节广告的顶部2%的评为接合。

销售女装跳线与去年同期相比在圣诞节期间上升了6%,而男性的针织品销售额增长了7%。 45,000蓝fairisle跳线,如在竞选广告,是在节日期间销售。

活动的第二次迭代 - “走出去PJS” - 销售造成儿童睡衣的广告功能的10%上升。

食品,罗先生强调了零售商的“杰出表现”在圣诞节,营收增长4%,上一年,数量和价值增长的刺激下作为客户反应,以“清晰的价值和更相关的创新”。

“我们信任的价值通过新鲜上市特价滚动计划,并推出‘重标记,能够价值’的投资对蛋白质和农产品产生显著量的增长,但是,在提供强劲的销售增长和驾驶的变废更快的速度水平高于我们所希望的,”罗伊说。

The best-selling jumper from M&S’ Christmas campaign.

反应到英国零售商协会(BRC)数据输出今天暗示黑色星期五赶上圣诞节的一年之际的零售纪录最差的一年中最大的购物周,罗叫了贴现的水平,他形容为“基本高于”去年。

He also praised M&S’s decision not to get involved in a significant way with Black Friday 和 to keep its sales pattern “more trad它ional”.

“我们举行了我们的神经。我们没有尽早开始我们的销售像一些人又一次我很高兴地说,当我们走进那个销售,我们的股票进入销售率为12%,下降的一年,这是我们一直在说,我们要做到始终如一,我们已经交付了,”罗伊说。

“贴现的长远[影响]是,客户不信任你的价值。我们已经说得很清楚,我们要站在对信任值的市场,我们希望在巨大的价格给客户优质的产品和我们打算这样做。这并不意味着你不能有奇怪的交易,给客户一种享受,这是零售,但批发毯子贴现,我们看到高街这个月是不是我要玩的“。

问题仍然存在

Despite experiencing green shoots of recovery, issues still persist for M&S. Rowe pointed to waste in the food business from buying too deeply in some product lines and problems in the wider supply chain, which he described as “too clunky 和 a l它tle too expensive”.

The CEO also admitted that M&S got it wrong in terms of the balance of sizes 和 f它s in the 男装系列 因为它引入了更为现代的,骨感的配合,并强调在正装类别作为业务全身无力继续其对休闲装的转变。

Performance was also dragged down by gifting, with Rowe explaining that M&S needs to evolve as customers become more conservative in the quantity of their purchasing due to sustainabil它y concerns 和 shift towards higher value gifting.

The 'Re-Marks-Able Value' range.
在“重标记,能值”范围。

“人们在购买到更高价值的产品和体验产品。我们售出了今年羊绒比我们之前曾经卖到这就是人们从一些低价送礼的事情,有长寿和价值移开的象征,”他说。

Rowe did, however, remain pos它ive, highlighting the implementation of improvements to search and personalisation during the period. While SEO traffic 和 online conversion are both increasing, M&S is clear there are more improvements to come.

M&S Food looks to ‘debunk myths’ over 它s prices in campaign focused on value

Changes made to the clothing offer earlier in 2019 have “arrested the worst of the issues” experienced during the first six months of last year. He also emphasised that M&S was in the process of building a “stronger team for the future”, which includes the forthcoming arrival of former 特易购 F&F CEO range, Richard Price, who will become managing director of clothing 和 home.

While Rowe won’t rule out the “odd wobble” going forward, he says M&S is moving in the right direction.

“The story of M&S, I believe, is a self-help story, to transform the business and make M&S special again 和 so I spend less time looking at the external environment than others,” he stated.

“顾客是谨慎的。客户是他们的行为有点衰退,这是一个艰难的市场。每个人都可以看到它。无论是最糟糕的圣诞节!我不想说了。我们已经有一个很好的圣诞节,但它不是简单的。”

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