What:  British retailer Marks & Spencer is going to add more guest clothing and footwear brands to its website.

Why it is important:  The initial wave of brands increased traffic and attracted new customers.

M&S decided to shift its strategy last year by selling other brands to broaden its appeal.  The early findings on brands driving frequency have been encouraging, with traffic on M&S.com growing and new customers who buy into a guest brand returning to make their second purchase over 10 days sooner than those who don't buy into brands.

Whilst ‘Brands at M&S’ is predominantly an online offer, M&S plans to extend an in-store trial to five stores.

Marks & Spencer Expands Online Platform With More Guest Brands