John Lewis sets out multi-channel strategy
Published: 22 June, 2011
New data shows online activity drives shoppers to JLP stores
Speaking at ICSC’s 36th European Conference in Paris, Simon Russell, head of multi-channel retailing at The John Lewis Partnership, said JLP's’ multichannel strategy is driving people back to shops. Mobile engagement was also growing with over
One of the trends driving traffic is ‘click and collect’, where shoppers order on-line and collect their goods from the store.
This is proven to generate more sales, as the major headache for both retailers and consumers when ordering online is delivery of the goods. Russell said: “Our research shows that 60 per cent of our customers begin their research on-line, but prefer to go into our shops to make or collect the purchase.” Those visiting the shop to collect generally make further purchases whilst there, he added.
