Reinventing retail – BRC Omni-channel retailing 2015

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Reinventing retail – BRC Omni-channel retailing 2015

03rd March 2015

Reinventing retail – Andy Street, managing director of John Lewis

The challenge: Moving single-channel to Omni-channel

The customer’s journey is usually to browse, select, transact, receive and possibly after sales service. All of these touch points have to be harmonised, which for most business means a huge organisational redesign.

The majority of visits to johnlewis.com are now from mobile devices, and customers are ever more demanding and becoming less satisfied. Black Friday increased usual trade by 300%, so building capacity for spikes in a single days trade is critical.

The JLP response: Brand is King.

They make sure the brand joins up across all the channels. For example, the Christmas penguin television campaign was taken into product, stores, online and social media.

Think customer not channel. Customers shopping across multiple channels spend four times more. So moving the customer from single to Omni-channels is important.

Be obsessed about meeting our target customers’ needs. 

JLP believe it is important to present inspirational shops in all the major catchment areas with 8 openings this year. The business target is for 60 stores in total to give national coverage, to support online services, so customers can experience the brand.

Invest in distribution: JLP is spending £200m opening a new and joining it up with existing distribution centres

Most of all: John Lewis never forgets it is a human brand, delivered by their partners. It is these partners that make JLP  different and the partnership ownership model. The Partnership  is 150 years old and last year they celebrated and refreshed that ideal and purpose.

Closing thought: He who dares, wins.

www.brcomnichannel.com

Christine de Largy, Managing Director of Impact Executives, experts in interim management, is passionate about the digital transformation of consumer businesses. She hosts a retail forum to facilitate debate around the issues retail businesses today face and also sits on the management and advisory boards of IORMA, the International Omni-channel Retail Markets Association.

About Impact Executives Ltd Impact Executives is a leading interim management provider to organisations of every size in the UK and globally. Originally formed as a specialist practice within PA Consulting Group, over the past 25 years Impact Executives has helped over 2000 companies, including more than two-thirds of the FTSE 250 – find the very best executive interim management talent.

Clients choose to work in partnership with Impact Executives because of our proven ability to offer client’s immediate solutions to improve their organisation’s performance through identifying skills-gaps, business process reengineering (BPR), turnaround, restructure and growth.

With offices covering the UK, the Nordics, Europe, Asia Pacific and North America, Impact Executives is part of the global recruitment specialist Harvey Nash Group plc. Over the past 20 years we have given clients and interim managers the confidence that we have the resources, expertise and focus to deliver results – fast.

For further information on Impact Executives, please contact Steffany Young, Impact Executives, Tel: 0044 20 7314 2011 Email: steffany.young@impactexecutives.com