Kim Davis MD at Explain Market Research.
Kim Davis, managing director at Explain Market Research.
Rebecca Wayman

Explain Market Research bags new contract with leading fashion retailer

Privately-owned fashion retailer, M&Co has appointed national research agency Explain Market Research to create and manage an online community supporting its plans to enhance customer experience.

Explain Market Research has been awarded the contract as M&Co looks to invest in customer insight to help further understand its customer profiles and to tailor its products better.

The Explain team will engage with M&Co’s target customer profiles, build an annual timeline of shopping behaviors and provide a channel for continuous feedback around products and buying experiences.

The activity will support in building the brand’s online presence and sales.

Lauren Sweeney, customer insight manager of M&Co, said: “With ever-growing customer expectations in retail, it was clear our insight needed to become more agile to keep up with the demands of our business.

“Opening up a dialogue with customers has allowed us to get closer to our customer and engage with them like never before.

“Our community is a clear investment towards both our customer first and digital strategies, as our customer now has a seat at every table in our business.

“User experience was paramount for us and Explain’s community platform is well designed and very easy to use. We have an excellent team at Explain that have really got to know our business and will be central in supporting us to achieve both our customer experience and wider, long-term business goals.”

Building on its online community platform - which has been established for over 10 years and was re-launched in early 2018 - Explain has developed bespoke features to further enhance the experience and align the platform more closely with the M&Co brand.

Kim Davis, managing director of Explain, added: “Retail is an emerging sector for us and M&Co showed a great interest in our online community which is part of our wider suite of innovative solutions for research and engagement.

“Our bespoke online community solution will allow us to demonstrate the value of first-hand customer insights in a way that fits with the lifestyles of consumers.

“The retail landscape is constantly evolving and therefore customer insights are key in planning for future developments.

“Given the complexities of the current market, retailers seem to be investing more in customer feedback to improve the customer journey and drive efficiencies.

“Explain has decades of experience in market research, with each engagement plan being carefully designed by our team to meet the client’s needs.”

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