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Anne-Lise Antolinos-Morin, Consultant
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Home > News & Views > Case Studies > Designing and delivering multi-channel strategy
Berkeley supported Marks & Spencer in developing a five year strategy and programme of work for its direct-to-consumer business, M&S Direct, in response to a stretch target set by the CEO that called for a five fold increase in the business over as many years.
"I joined M&S just as Berkeley was completing the five year strategy for the Direct business. They quickly engaged me in the mobilisation planning process and helped me understand the thinking so far; especially important as my role was to set and deliver the strategy. Berkeley continued on to support me in delivering two of the five priority initiatives for this financial year. They showed themselves capable of bridging the gap between strategy and delivery and helped me maintain a strategic perspective as we moved into execution mode."
Gillan Hawkes, then Head of Business and Channel Development at M&S Direct
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The Direct business was a key growth area for M&S, and was an exciting, dynamic function in which to work. The difficult part of this assignment was not developing ideas for future propositions. It was more about framing them in enough detail to win the support of key stakeholders whilst being realistic about the implementation challenges and pace at which the programme could move forward.
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