John Lewis steps up personalisation strategy with new partnership

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John Lewis is extending its customer personalisation services on its website by partnering with marketing platform Monetate.

The partnership will allow the department store chain to tap into the range of data available to personalise experiences, including geolocation, website interaction and previous purchase behaviour.

The aim is to engage more effectively with its customer base and increase loyalty and customer engagement.

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News of the partnership follows John Lewis’ announcement last week that it recorded a 36% surge in sales in the week before Christmas and a 9.4% slump in the final week of 2016.

Jon Carthew, senior online insight manager at John Lewis, said: “Customer service and satisfaction is a key cornerstone of our proposition across all channels. With continued growth in ecommerce and increasing numbers of consumers looking to shop online, we aim to use the Monetate platform to optimise the customer journey through johnlewis.com.”

Mike Harris, VP EMEA at Monetate, commented: “John Lewis is a brand that everyone recognises for its great customer service. With the help of Monetate personalisation, numerous brands have improved the relevancy of the customer experience, resulting in significant improvements to both customer loyalty and also business impact. Our aim is to help John Lewis continue to bring its great service and experience to its online offering.”

John Lewis has recently hired a new director of marketing who will be responsible for all aspects of the retailer’s marketing strategy and will take on the leadership of the CRM, digital, brand and category marketing teams.

Becky Rock will join the company from outdoor clothing retailer Snow & Rock Group on March 20.

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