Marks & Spencer has experienced a notable decline in consumer trust following a recent cyber-attack that disrupted its services over the Bank Holiday weekend, according to new research.
The retailer confirmed on 22 April that it had been the target of a “cyber incident”, which rendered contactless payments and click-and-collect services unavailable across its UK stores. The timing of the disruption, coinciding with a busy shopping period, left many customers frustrated and impacted operations nationwide.
A survey conducted by insights firm Maru revealed that brand perception took a hit. Polling a representative sample of 500 consumers, the study showed a 14% drop in those who would recommend M&S to others — falling from 87% before the attack to 73% afterwards.
The research underscores the immediate reputational consequences such incidents can trigger. There was also a 7% drop in the number of people who said they would give the retailer the benefit of the doubt in the event of future service or product issues.
However, the survey did reveal a more nuanced picture. While short-term brand advocacy declined, underlying trust in M&S as a retailer remained relatively stable. Trust metrics dipped only slightly, from 84% to 82%, suggesting that the company’s long-standing reputation may help it recover in the longer term.
Still, the fallout may have commercial implications. Between 25% and 32% of respondents indicated they would now consider shopping elsewhere.
Stephen Brockway, Chief Research Officer at Maru, commented:
“This research highlights how vulnerable even well-established and trusted brands are in the face of cyber security threats. The decline in willingness to recommend M&S and the increase in customers considering alternatives indicate a short-term erosion in confidence.”
He added: “Despite this, the modest decline in overall trust points to a potentially recoverable position — especially if M&S acts swiftly and communicates transparently with customers. The coming weeks will be critical in determining whether the damage is temporary or more enduring.”
Marks & Spencer has yet to issue a public response regarding the survey findings.