## Case Study - M&S

### February 28, 2025

### M&S improves cross-sells by 1.24X by anticipating shopper needs

#### Key Metric
- **43% increase in cross-sell rate**

Marks & Spencer (M&S) has been a trusted name in British retail for generations, known for its quality clothing, food, and home products. As online shopping habits evolved, M&S saw an opportunity to [re-imagine its digital experience](https://www.marketingweek.com/marks-and-spencer-digital-experience/) to make it more personal and intuitive for customers. By leveraging Quin AI’s ability to accurately predict customer behavior, M&S was able to deliver tailored experiences that boosted conversions while respecting customer privacy.

## M&S's Results
- Increased online conversions by 30%
- The conversion rate doubled (2.05X) between midnight and 8:00 AM
- Conversions in the Baby & Child product category increased by 22%
- Achieved a 24% cross-sell success rate specifically for underwear products
- Average basket size increased by 1.43X

## Challenge #1: Privacy
With tightening restrictions on third-party cookie use, M&S realized it would be increasingly difficult to accurately predict visitor behavior, understand customer needs, and connect with a broader audience. Without addressing these issues, M&S risked falling short of key performance goals essential to online growth.

### Quin AI’s solution #1: Only use real-time, first-party data
Quin AI stepped in with a privacy-first approach, using real-time, first-party data. Instead of collecting sensitive personal information, it focuses on how users interact with the M&S website, ensuring customer privacy while delivering actionable insights. This allowed M&S to quickly spot visitors about to leave their shopping journey and re-engage them at just the right moment.

## Challenge #2: Capturing visitor attention
After experiencing real-time customer behavior insights, M&S aimed to create more tailored user experiences. However, their data for new users wasn't detailed enough to pinpoint underperforming aspects such as hours and product categories.

### Quin AI’s Solution #2: Hyper-personalization
Quin AI provided M&S with a unified platform that easily integrated with existing systems, facilitating real-time data sharing across digital channels. This allowed M&S to gain insights into customer preferences and fine-tune marketing strategies.

#### Examples of tailored engagement strategies that boosted M&S's digital performance:
- **Increasing conversions during midnight-to-morning shopping hours:** M&S identified visitors close to abandoning their shopping journey and re-engaged them, stabilizing conversion rates and achieving a 105% boost in conversions.
- **Boosting sales in the 'Baby & Child' product category:** By analyzing cart abandonment, M&S used tailored incentives to increase conversions by 22% in this category.
- **Driving cross-sales between men’s pajamas and underwear:** Quin AI facilitated cross-selling by guiding visitors to curated collections, resulting in 24% of the target audience adding extra products.
- **Encouraging multi-item purchases:** By identifying shoppers likely to add a second product, M&S delivered tailored incentives, significantly increasing the total basket value.

## Quin AI and M&S: What does the future hold?
By addressing privacy concerns and visitor engagement, Quin AI empowered M&S to create personalized shopping experiences that resonated with customers. From boosting online conversion rates by 30% to increasing cross-sell ratios by 24%, Quin AI’s solutions revolutionized M&S’s e-commerce strategy. The partnership continues to explore new ways to optimize campaigns and enhance customer engagement.