Increased concentration, globalisation, growth in services and use of multi-channel retailing, increased use of technology and focus on value delivered are all general trends that influence how John Lewis operates as the market leader in the UK department store sector. Consumers today are not afraid to do price-comparison and the idea of choice makes John Lewis' costumers not only buy products, but experience.
John Lewis compliment their sales by giving their customers insurance and trust as a part of the package, and the business are delivering choice and convenience with multi-channel to meet their customers changing needs. The virtual assortment for instance now covers over 200,000 product lines and the development of 'click and collect' are continuously extending (Mintel, 2012).
The business seeks to encourage repeat visits across channels for instance by online product reviews including comments from staff as well as customers, and the clever use of QR codes helped to maximise sales over Christmas while stores were shut. John Lewis has also launched an iPhone app with features like product videos and barcode scanning to enhance the in-store experience. It was also the first department store to offer free WiFi access.
As mentioned earlier, consumers today are not afraid to do price-comparison, and John Lewis has met this changing trend by matching their prices with other retailers which gives their consumers the ability to check competitors' prises on the spot in their stores. This combination of best possible prices and outstanding levels of choice and customer service make for a particular compelling proposition.
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