The London Daily News

News Desk

Retail giant Marks & Spencers has taken "targeted marketing" a step further today with plans to transform existing stores so that they target local demographics like affluence, ethnicity, and local competition, in what is being described as the biggest change in emphasis in M&S 127 year history.

Marc Bolland M&S chief executive said:

"Customers have told us that our stores are not always easy to shop."

Under the new marketing plan M&S in more affluent areas will have more children clothes and own brand clothes like Indigo stocked.

With growing market share and in general merchandise and food, M&S is now set to push the concept of stores with more products relevant to the demographics of the local area.

Under plans by the new chief executive Marc Bolland M&S brand exclusive food will be marketted more, an area which has already seen a growth in sales with 12.9 per cent rise in pre-tax profits to £714m for the year to April.

M&S in 2009 announced the closure of 27 stores including 25 Simply Food stores.