9xb and Marks & Spencers have a longstanding relationship which began in 2009. Recognising the growing desire for healthy lifestyle information, we set out to increase engagement with the target demographic and support the promotion of M&S healthy food products.
Working collaboratively with the M&S Food Marketing team and their external nutritionist, 9xb created and launched the new website in just 6 weeks, ready for a post-Christmas national marketing campaign.
Increase in tablet usage
Increase in mobile usage
By creating a health profile, users could enter their dietary requirements to be served personalised content across the site. This was amplified through a content and marketing strategy that would tailor key information such as allergy guidance and detailed nutritional information.
The Health profile offered an abundance of user-friendly interactive tools that drove higher engagement throughout the site. The custom-developed tools enabled the users to track body mass index, calorie intake and alcohol consumption on the move.
Advice, information, and hints & tips on healthy eating, including 'Ask our nutritionist' and the opportunity to request a dietary assessment.