Stores have been grouped into "clusters" assessed by five local criteria – affluence, demographic, competition, region and ethnicity.
This article titled “M&S goes for tailoring in £600m overhaul” was written by Zoe Wood, for The Guardian on Tuesday 24th May 2011 19.21 UTC
Marks & Spencer is to match the food and clothing ranges in its British shops to the wealth, age and ethnicity of the local area, as part of a £600m overhaul to make its stores “more inspiring” places to shop.
M&S boss Marc Bolland insisted the changes to the product ranges would not short-change customers in poorer parts of the country. It is not about a “bottom or top tier of stores” but finding the “right tone of voice” said Bolland of the plan which he hopes will boost sales at its 703 UK outlets: “We are not doing rocket science; this is about best practice in retail.”