Tony Conte of Brave Creative was proud to present the winner of the E-commerce Marketing Society 2012 Award to John Lewis’s Marketing Director, Craig Inglis, at the exclusive Hilton Hotel on Park Lane, London. He joined author and broadcaster, Gyles Brandreth on stage to congratulate John Lewis on their fantastic win.
John Lewis has enjoyed a significant transformation when it comes to its online sales, developing from an ineffective and impractical website to one of the market’s biggest players when it comes to eCommerce. Back in 2009, the decision was made to take their landmark ‘never knowingly unsold’ guarantee to a perceptive Internet audience which values low prices and the ability to compare between stores. In addition to enhancing how easy it was to buy quality John Lewis goods, investment was made in the overall content of the website, and incentives were created when purchases were made on various platforms.
Further decisions regarding the chain’s online presence have seen fashion represent a third of all sales made on the John Lewis website in 2011/12, a 5% increase on the previous year. Taking on other key fashion stores, sub-sections of the website began to promote other reputable brands such as Ralph Lauren, Mulberry, Barbour and Diesel which all feature in the company’s high street stores. With tempting spoilers from professional fashion experts and literature on how to replicate the latest trends, demand from the public is growing and is insatiable.
John Lewis has managed to create a harmony between their online business and stores instead of a rivalry, too, by allowing technology to support the traditional model. This is thanks to ‘Click and Collect’, which enables customers on the computer, on their smartphone or tablet to reserve products they wish to buy in a local branch, and pop it up from a dedicated counter just a day later – perfect for urgent purchases.
If you look at every platform they have developed, from the store, to the website design, to tablet and mobile, you instantly see the synergies and feel it. It’s what we all aspire to be like, the “John Lewis Experience”.
What’s more, mCommerce has also been high on John Lewis’ agenda, with the launch of an iPhone app towards the end of last year instantly providing the chain’s loyal clientele with access to more than 200,000 lines. This, when combined with complimentary wireless access and self service counters in stores, has helped to make the shopping experience more interactive. With a social media presence across heavyweights such as Twitter, YouTube and Facebook – with subscribers in the tens of thousands – it’s no wonder that the judging panel regarded John Lewis’ strategy as bold, and miles ahead of close competitors. Well done to John Lewis and the team at agency Rain Communications.
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