{"id":438174,"date":"2025-05-16T14:23:00","date_gmt":"2025-05-16T13:23:00","guid":{"rendered":"https:\/\/www.drapersonline.com\/?p=438174"},"modified":"2025-05-20T15:33:04","modified_gmt":"2025-05-20T14:33:04","slug":"ms-cyber-attack-lessons-on-crisis-management","status":"publish","type":"post","link":"https:\/\/www.drapersonline.com\/news\/ms-cyber-attack-lessons-on-crisis-management","title":{"rendered":"M&S cyber-attack: lessons on crisis management"},"content":{"rendered":"

Today (16 May) Marks & Spencer entered the fourth week of its website outage after a cyber-incident over Easter weekend left its online orders suspended and customer data stolen.<\/a><\/p>\n

Following the attack, customers have shown support by pledging to continue to shop at M&S and praising how its in-store staff handled the technical issues. CEO Stuart Machin led the task of informing the public with personal social media updates, which have been received positively.<\/p>\n

However, as the fallout continues, M&S is facing increased scrutiny from shoppers and investors. The retailer’s share price has fallen 14% since it disclosed the attack on 22 April, to 352p per share as of today.<\/p>\n

\"M&S

Stuart Machin: M&S is “working around the clock” to get things back to normal<\/p>\n\t

<\/p><\/p><\/div>\n

Drapers hears from crisis management specialists on how they think M&S dealt with the incident, including the customer data breach, and what lessons others can learn from its crisis communication.<\/p>\n

M&S will release its full-year results next Wednesday and is expected to update the market on the consequences of the cyber-attack.<\/p>\n

How did M&S respond?<\/h3>\n

\"\"<\/p>\n

Kate Hartley, co-founder of Polpeo and author of Communicate in a Crisis<\/em><\/strong>: [As an M&S customer,] I think they handled it really well. They got in touch very quickly and were proactive and open about what had happened, using language you could understand. Very often in a crisis companies hide behind corporate jargon, and M&S avoided this.<\/p>\n

The key to good crisis communication is regular, open communication that shows genuine empathy. M&S has done this well. A personal statement from CEO Stuart Machin gave a clear apology and promised to keep customers informed. That shows strong leadership and sends a clear message about how seriously the company takes customer care.<\/p>\n

 <\/p>\n

\"\"<\/p>\n

Stephen Waddington, professional advisor at Wadds Inc and corporate communications researcher at Leeds Business School:<\/strong>\u00a0M&S initially acted quickly and decisively, with CEO Stuart Machin leading the response. The management team trained store staff across the UK on the nature of the situation. The business was clearly prepared from a corporate communications perspective.<\/p>\n

M&S\u2019s communication has been strong in many areas but uneven in execution. The delayed disclosure of customer data loss undermined this good work. Effective crisis communication requires both promptness and transparency.<\/p>\n

\"\"Tali Robinson, managing director of crisis and special situations at SEC Newgate<\/strong>: M&S’s recent cyber attack is turning into a tale of two halves when it comes to public perception and impact on reputation. The FTSE 100 retailer was initially praised for its response: a crisis team who had war gamed and planned extensively for this, an immediate, transparent video statement from the CEO, retail staff working tirelessly to keep stores open and provide workarounds for online customers.<\/p>\n

But three weeks on and the British public\u2019s initial sympathy for retail\u2019s latest cybercrime victim has all but dried up. Criticism is growing as quickly as M&S\u2019s share price is falling: that their updates are too brief, too vague and too infrequent; that reassurances about “robust business continuity plans” are falling flat.<\/p>\n

How did M&S communicate the customer data breach?<\/h3>\n

Hayley Goff, CEO of Whiteoaks International<\/strong>: The delay in confirming that personal data had been accessed has raised valid concerns. Customers are only now, weeks after the initial breach, learning the full extent of what happened and that is leading to speculation about the implications for customers.<\/p>\n

It\u2019s that lag in transparency that risks damaging the trust M&S has worked hard to protect. Reports of internal confusion also suggest a disconnect between external communications, which seemed rehearsed and polished, and operational readiness.<\/p>\n

\"\"<\/p>\n

Paul MacKenzie-Cummins, founder of reputation management agency Clearly PR:<\/strong> CEO Stuart Machin revealed that customers’ personal data has been taken by hackers, adding that there is “no need for customers to take any action.” If M&S\u2019s handling of the crisis from a comms perspective was poor, such a revelation could be very damaging and would see the company fighting hard to regain customer trust and respect for years to come. That\u2019s not the case here.<\/p>\n

Because their comms has been so good, Machin was able to go public in the knowledge that they had built up so much goodwill since the crisis started that M&S will likely be applauded rather than slammed for being so transparent and honest.<\/p>\n

Kate Hartley<\/strong>: They\u2019ve told customers their personal data has been stolen, and explained the implications of that. When you log in, you\u2019re prompted to change your password, and there\u2019s a clear message on the website about the attack. People often feel out of control during a crisis, particularly a cyber-attack, so giving them something they can do to take back a bit of control is really important, even if it\u2019s as simple as changing a password.<\/p>\n

The real test, though, comes now. How quickly will they get systems up and running, how will they deal with the inevitable follow up scams to customers from criminals pretending to be M&S, and can they reassure customers that M&S is a safe place to shop?<\/p>\n

\n

Read more:<\/strong><\/p>\n

What are retailers investing in now to bolster cyber-security?<\/a><\/p>\n

M&S cyber-attack: the lessons for fashion retailers<\/a><\/p>\n<\/div>\n

What can others learn from this?<\/h3>\n

\"\"<\/p>\n

Hayley Goff<\/strong>: There are clear lessons here for other retailers. Firstly, you can\u2019t prevent every crisis, but you can prepare your response to one. Importantly, that preparation must include both comms and operational plans, as even the most polished comms can\u2019t mask a disorganised internal response.<\/p>\n

Secondly, communication should be prompt, clear and compassionate. Customers want honesty and reassurance, not spin. Retailers should also understand that it\u2019s better to share partial but accurate information than to wait for a perfect, all-encompassing update. Early transparency builds credibility at a time when reputations are on the line.<\/p>\n

 <\/p>\n

Stephen Waddington<\/strong>: The M&S response offers three insights for retailers: designate a single senior spokesperson who can maintain credibility throughout the crisis; prepare pre-approved messaging templates for different breach scenarios to avoid delays in critical disclosures; invest in communications infrastructure that can operate independently from compromised systems.<\/p>\n

Tali Robinson:\u00a0<\/strong>For retailers, the lessons are clear: downplaying the impact is a mistake; customers and markets will spot it. We advise clients to communicate early, often, and with substance. Keeping internal teams informed is also crucial, as chaos behind the scenes inevitably leaks out.<\/p>\n

Businesses seem to be waking up to the fact that cyber-attacks need to be planned for in \u2018when\u2019 – not \u2018if\u2019 – terms, and that cyber resilience is not an IT or even a PR concern. It\u2019s now a board-level priority.<\/p>\n

\"\"<\/p>\n

Tricia Fox, founder of marketing agency Cunningly Good Group<\/strong>: You should both expect to communicate (don’t hide), and be truthful (if you don’t know, say so). The public and your customers will forgive you for many things in a crisis situation, because they understand the world is complex, but if you lie to them, they will remember and your reputation may never recover.<\/p>\n

Preparing for a crisis is often overlooked but a well thought-out plan, pre-drafted statements, clear access maps for all media channels you own and table top scenarios will save you crucial decision making and response times when the proverbial hits the fan.<\/p>\n","protected":false},"excerpt":{"rendered":"

Today (16 May) Marks & Spencer entered the fourth week of its website outage after a cyber-incident over Easter weekend left its online orders suspended and customer data stolen. Following the attack, customers have shown support by pledging to continue to shop at M&S and praising how its in-store staff handled the technical issues. CEO …<\/p>\n","protected":false},"author":100233,"featured_media":434951,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"ep_exclude_from_search":false,"footnotes":""},"categories":[973,1215,962],"tags":[84369,5026,3191,2176],"class_list":["post-438174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-companies","category-marks-and-spencer","category-news","tag-cyber-attack","tag-cyber-security","tag-ms","tag-marks-spencer","editorial-marks-spencer","editorial-retailers"],"yoast_head":"\nM&S cyber-attack: lessons on crisis management<\/title>\n<meta name=\"description\" content=\"As M&S continues to grapple with a cyber-attack which left its online orders suspended and customer data stolen, Drapers speaks with crisis management experts on how the retailer has handled the situation and what other businesses can learn from its 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