The British retailer, which partners with the Saudi Al Hokair Group on all of its Middle East ventures, has a strong presence in the region, with dozens of locations throughout Lebanon, Qatar, UAE, Bahrain, Kuwait, and Saudi Arabia–where, alone, it has 12 brick and mortar stores. One of the most adept strategies in our entire report involved M&S’s multichannel approach to drive awareness of the opening of its first store in Jordan, in Amman’s Taj Mall.
The centerpiece of the campaign was a “Virtual Closet,” an augmented-reality display where visitors could browse and “try on” clothes, bags and other accessories from the store’s forthcoming collection. To extend the life of the experience, users had the option to capture a photo of themselves and share it on the Marks & Spencer Arabia Facebook page. An accompanying app was also developed and released.