Marks and Spencer has commissioned Yorkshire digital agency 9xb.com to develop a mobile version of its popular health and nutrition website for launch this summer.
The site will include customised content and interactive tools that enable users to login and track their body mass index, calorie intake and alcohol consumption on the move.
The design also features weekly meal planners, allergy information and detailed nutritional information on Marks and Spencer products. 9xb.com first started working with M&S in 2009 to develop the desktop version of the lifestyle site to tie in with the launch of healthy food ranges which included Simply Fuller Longer, Eat Well and Count On Us.
Since then the agency has managed and maintained content on the site in line with consumer trends. Chris Kell of 9xb.com said the expanding lifestyle market and rapid growth in the use of smartphones and tablets to access the website’s healthy living features and online tools meant a mobile version of the site had become an essential element of the M&S marketing strategy.
“The project has been a collaboration between our own mobile team and M&S’s in house user experience specialists who provided brand guidelines and consumer insight to enable us to develop the most useful features for health conscious customers on the move,” he said.
“We are delighted that M&S has chosen 9xb.com for a digital project that forms such a key part of the company’s overall marketing strategy.
“Thanks to this and other recent high profile contract wins our expertise in mobile digital development is now well recognised and is helping us compete successfully against the big brand London agencies.”