Unit 29 - Understanding Retailing - M3 and D2.

Unit 29 – Understanding Retailing - M2.



In this assignment I will be explaining the different ways in which Marks and Spencer meets the
different needs of different customer groups, especially regarding various issues, including different
products or different ranges within the store. I will be explaining why customer’s needs for particular
products are different than others, (groceries, homeware etc.). I will also be identifying the impact
on specific issues, for example; the standard of customer’s expectations of Marks and Spencer’s and
the impact on the customer service provided, another issue is the use of product knowledge and the
impact of changes within the sector, for example; the changes within their competitors stores, in
which Marks and Spencer will have to adapt and change to, in order to keep up with the competition
of other stores.

Types of customers

 Elderly

With the elderly, it is stereotypical that the elderly shop at M&S, but they do. The elderly may shop
in M&S regularly to get their food shop, clothing or even utilise the café during the week. The elderly
may need additional assistance within the M&S store, due to being frail and needing extra care and
assistance when shopping in a store. The elderly will need additional assistance when shopping in
M&S as they may feel less confident when shopping because of their age, in which affects their
overall confidence and results in them relying solely on being given assistance. The elderly may need
help within M&S with carrying their shopping around the store, having assistance with their bag
packing, having assistance finding certain items and may even need assistance in the café by having
their hot food and drinks brought over to them, as they are unable to carry the chosen items without
assistance due to the heavy weight being too much for them to carry themselves.

 Only utilising the café

Those who only utilise the café could be those of any age, but in particular would be the elderly due
to having more time during the day than those who work full-time. Those only utilising the café
would only be utilising the café as opposed to utilising the M&S store as a whole. Those utilising the
café would only need assistance within the café as opposed to within the whole store as they are
only interested in the utilisation of the café. Those utilising the café who are elderly, may need
assistance carrying items in the café, e.g. a tray full of hot food and hot drinks as they’d be unable to
do so without an accident occurring as they are unable to hold the weight of the tray on their own
without assistance. Those utilising the café may need assistance from employees choosing food
with specific nutritional content in, those utilising the café will need assistance from an employee
with high intensive product knowledge as they’d have knowledge of the customer’s allergies, and
only serve foods to the customer with non-allergy foods within, to prevent an allergic reaction from
occurring.

 Those with disabilities

Those with disabilities seeking custom in M&S may need assistance in any section of the M&S store,
from assistance within the clothing section, food section or even the café. Those specifically with
disabilities who require wheelchair access will need M&S’s aisles to be wide, in order to allow
wheelchair access throughout the whole store with little difficulty possible and allow the wheelchair
user(s) to shop with ease. Those with specific disabilities regarding being deaf or have hearing
impairments will need assistance in the store regarding the hearing loop and what M&S offer