From Cyber to Strawberries: Why Marks & Spencer’s Viral Dessert Sandwich Highlights the Value of Crisis Comms in Restoring Consumer Trust
By Richard Merrin, CEO at Spreckley Partners for Mobile Marketing
UK retail has been under fire this year, with numerous major cyberattacks disrupting operations and exposing customer data across many high-profile brands. Marks & Spencer was no exception, struck by a significant ransomware attack over the Easter weekend that caused two months of fallout, disruption to online and payment lines and a £300m loss in market value – described as the most financially damaging cyberattack ever suffered by a UK retailer.
However, where M&S has grappled with the fallout in losing customer trust, the viral success of a limited-edition Red Diamond Strawberry & Creme Sandwich may just have turned the tide of customer opinion around. Pushing through a breach that has cost millions and shaken consumer confidence, the Wimbledon-inspired treat has captured public imagination, sparked a surprising VAT tax debate, and offered M&S a fresh burst of positive publicity amid ongoing challenges.
“When it comes to customer expectations, trust is hard won and easily lost, especially in the retail sector,” says Richard Merrin, CEO at Spreckley Partners and crisis communications expert. “For a brand in crisis management mode for a long time, a breakthrough in changing the narrative has done wonders in shifting focus and restoring trust.”
“No business is immune to a cyberattack, and recent activity has highlighted that everyone is a target,” adds Merrin. “For retailers, the operational disruption outweighs the damage from data loss. The attacks caused weeks of downtime, placing significant strain on customer loyalty. Understanding that reputation is a strategic asset to be managed and providing a proactive front with customer support and executive visibility has been key to mitigating the damages long-term.
“Lessons can be learnt from the level of communication and acknowledgement. M&S’s strong, visible leadership response was initially reassuring to affected customers, but an initial delay in acknowledgement meant shoppers were already suffering over the initial weekend of the attack. Communicating quickly in the event of a cyberattack is important when it comes to customer data.”
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