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.
- 37% of capex are now on IT, which has to be depreciated over shorter times.
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.
- Introduce new experiences in store that you cannot get on line e.g. beauty indulgence areas.
- John Lewis is also refurbishing existing stores to maintain the enhanced brand experience in store.
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.
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.
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