H&M Vs. Marks & Spencer: A Comparison on their In-store Shopping Experiences

H&M Vs. Marks & Spencer: A Comparison on their In-store Shopping Experiences

This case study is contributed by the master degree students of e-Commerce and Internet Computing, Master of Science of the University of Hong Kong.

It has two major shortcomings.

The results were subjective projections of the authors without vigorous research effort, and the quantity of sub-processes mapped during the in-store experience is far from adequate.

Despite its shortcomings, it does have values to read. The authors ride on the two simple Emotion Curves* of H&M and Marks & Spencer, display their understanding on three crucial matters:

1. Though both brands have similarities and differences in various aspects, readers see a straight visual comparison on the performance of in-store experience with all relevant details included: a genuine customer-centric approach from an outside-in perspective;

2. According to the authors, the brand values of H&M are Location, and Price, M&S are Atmosphere, Customization, and Quality. Both brands excel their performance on different sub-processes which reflect their own brand values. As a result, they deliver differentiated and branded experience to their target customers;

3. Even in a highly competitive industry, such as fashion retailing, you still have liberty to design your own highs and lows for customer (service) experience, optimizing resources usage, but not trying to be on par with competitors on everything. Brands restore freedom.

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Enjoy.

*Emotion Curve is invented and first put into applications by Mr. Sampson Lee, president of G-CEM, in 2006. It is one of the experience assessment and management tools of the U.S. patent-pending Branded Customer Experience Management Method registered by G-CEM. Emotion Curve maps the customer emotions generated at each touch-point or sub-process, and links them to form a curve in reflecting the perceived experience across the entire customer lifecycle (covers all touch-points at stages of pre-purchase, at-purchase, and post-purchase), or at a specific touch-point (e.g. retail, call center, website, etc.). Unlike the conventional approaches focus on enhancing efficiency and are process-centric; emotion curve represents the genuine customer feeling by addressing emotions and five senses, in a natural time sequence from an experience perspective. It is a truly [customer-centric] experience assessment and management method. The statistic data of emotion curve is derived through substantial X-VOC surveys, from the experience ratings on each touch-point or sub-process, evaluated by different target customer segments. The definition and selection criteria of touch-points and sub-processes are based on vigorous and scientific research, method, and sequential steps. An Emotion Curve shows how customers perceive experience. It is an innovative and powerful tool for creating a branded customer experience strategy. Furthermore, through a simple curve, from CEO to receptionist, no matter in boardroom or post room, all people in a company could easily understand and communicate the customer experience levels, by using a common graphical language.