Why is it okay for a consumer to buy Sausage Rolls in M&S when they don’t normally buy this category? “M&S is different! M&S is better! I’m happy to buy things in M&S that I wouldn’t normally eat!”
M&S can play to different rules – Shoppers have different expectations of M&S to the Big Four! Increasingly we are finding differences even between the big four – can we help you succeed in different accounts?