In what John Lewis describes as “one of the most challenges years retail has faced”, the department store has played with new ways of getting customers in stores, building consumer loyalty, and bolstering business.
Here, the department store reveals ten new retail initiatives it experimented with this year:
1. THE EXPERIENCE DESK
“These anchor points for our best brand ambassadors to welcome and connect customers with our range of events and services have proved so popular we have rolled them out more widely.”
2. FAMOUS FACES
“Some of the famous faces we have teamed up with for our events include Joe Wicks, Ben Fogle, Eudon Choi and Prue Leith.”
3. SUMMER OF SOUND
“With footfall up 23%, our Oxford Street rooftop proved more popular than ever. Customers enjoyed DJs and live bands and we also teamed up with Samsung to create an outdoor cinema experience.”
“We gave fashion talks in our Style Studios including a talk by former Vogue Fashion Director Lucinda Chambers who also trained some of our personal stylists.”
Fever-Tree mini masterclasses at their Ultimate G&T bar proved so popular they sold out in 72 hours.
Pride was prouder than ever with flags on our store windows, a specially branded johnlewis.com and a Pride takeover of our Instagram account.
“We hosted early morning yoga sessions and HIIT boxing classes, as well as Neom scent workshops.”
8. THEATRE TRAINING
“We introduced a new type of training by the National Theatre at our Oxford shop, teaching Partners voice and body language skills.
We ran workshops on how to get the best night’s sleep and The Lying Down Club offered customers “the world’s most beautiful dormitory” in our Oxford Street shop.
10. DISCOVERY ROOM
Customers can access the expertise and knowledge of our Partners and suppliers through events and workshops, in the Discovery Room in our shops.