For a beloved British institution like M&S, having a flower brand that faded into the background of its bustling Foodhall represented a significant missed opportunity.
The company's primary objective was to elevate the brand to match the premium quality of the flowers themselves. This goal was not solely focused on visual aesthetics but aimed at crafting an unforgettable experience that would transform customer perceptions of M&S flowers as higher quality and more premium. Additionally, the company sought to increase purchase intent and market share within the competitive in-store floristry category. To achieve this, they aimed to create a brand story that M&S's diverse customer base would be eager to engage with, while also aligning with M&S's Plan A sustainability commitments.
The strategy centered on the concept of "Unforgettable." While flowers themselves naturally fade, M&S wanted to ensure that the M&S Flower Market feeling would endure.
Achieving this objective required a delicate balance. The company sought to transition from simply focusing on the product to creating poetry by elevating the functional aspects of floristry to evoke emotional resonance. They aimed to strike a premium yet accessible design that held universal appeal for M&S's diverse customer base, which encompasses half of the UK population. Additionally, they focused on sensory storytelling, crafting a multi-dimensional experience intended to engage customers even before they caught sight of the first petal.
Read more at The Drum
