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.
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.
- 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