Merchandising guides designed to improve the shopper experience in-store.

M&S guidelines on ipad


M&S needed a solution to ensure that their stores had a consistent look and brand layout, as research indicated that customers felt each store looked different. There were different documents being used in various stores, which made creating a consistent store layout and brand presence challenging. This was important as M&S have five core business values: quality, value, service, innovation and trust, which are integral to the company and their output. The consistent store layouts were important to ensure quality was continuously met and that the customer shopping experience was consistent.

M&S guideline pages
M&S guideline document


Yoyo were employed to design, illustrate and create a principles document for six business units: GM Simply Food, Menswear, Womenswear, Kidswear, Homeware and Lingerie. The documents needed to be on-brand, consistent, easy to use, and accessible across different devices.

We were supplied the original retail guides for each unit in presentation format. From these, the design team illustrated both the clothes and the stands and put them into the principles document.

The isometric illustrations were created in Flash. We chose this format so that we could rapidly build up a library of re-usable illustrated components and create a modular design system to increase efficiency and consistency. It was a tried and tested system that we could adopt to satisfy the budget and to meet commercial objectives. Once the drawings had been created they were exported to InDesign to create the PDF guides, which were to be sent out to stores to print out or access via in-store tablets.

M&S illustration detail


By the end of the project we had created 6 consistent and easy to use store guides for each business unit to be rolled out across all stores nationwide. We have had great feedback from the client on the work produced and how it is already aiding the team and the brand presence. We’re looking forward to seeing how this impacts sales figures across stores nationwide.

“We have been extremely happy with the service and quality of work produced for us by Yoyo. The communications were second to none and there was always someone available to deal with any queries quickly and efficiently. The store’s feedback has been outstanding and they are now able to understand the basic principles of visual merchandising in an easy to follow format.”

Emma Kossick Product Presentation Developer, M&S