News coverage:

The Drum, Campaign, Retail Week, Econsultancy and many more!

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Brief

To deliver both convenience and personalised inspiration across the ‘Christmas Food To Order’ shopping experience on the M&S Food website which has a poor user experience.

Idea:

The M&S Christmas Concierge chat bot.

Facebook Messenger was the perfect platform to deliver a personalised shopping experience and was the first time M&S experimented with it.

The service asks users to opt-in to receive daily tips on food, hosting and presents, they can also browse and shop whilst interacting further with the bot with “hidden messages” like a Percy pig cameo and Christmas jokes.

Festive Menus:

Daily Inspiration:

Stats:

- 21% average order value through Messenger
(vs Christmas Food website)

- 1/3 of messages sent reached a new audience for M&S

- 60% of people who opened a conversation received personalised menu recommendations

Role // Lead creative