Case Study: Marks & Spencer achieves £6.5M in incremental yearly revenue with mParticle

How Marks & Spencer drove revenue growth with mParticle's real-time segmentation and personalization

Marks & Spencer, the UK-based global retailer, wanted a better way to use its customer data as shopping increasingly moved online. Its marketing data stack held plenty of information, but fragmented collection across tools created silos, limited its view of the customer journey, and made real-time personalization difficult.

To address this, Marks & Spencer implemented mParticle as its Customer Data Platform to unify data from mobile apps, the website, in-store POS kiosks, and third-party vendors. With real-time segmentation, identity resolution, consent management, and packaged integrations, mParticle helped M&S power personalized campaigns and downstream activation, including the Free Basket Award campaign, which contributed to £6.5M in incremental yearly revenue and 17% of incremental CRM revenue.

Marks & Spencer

Alex Williams

Head of Online Trading & Growth