John Lewis to trial new look at Westfield Stratford City
02:06PM - Wed 24th August 2011
By Gemma Taylor - New innovative retail concepts will feature at John Lewis’s Westfield Stratford City store when it opens in September, the department store group announced today.
The new consumer electronics, home and menswear concepts will allow customers to interact with electricals, homeware and fashion products, and the move marks the start of the retailer’s £250 million investment in existing department stores, new shop openings, e-commerce and infrastructure during 2011.
Customers will be able to try products prior to purchasing them for the first time, including a number of ranges that are exclusive to John Lewis. There will also be an opportunity to receive support following the purchase of electrical products, with the company providing solutions after purchase.
Peter Ruis, Buying & Brand Director at John Lewis, said: “We are the UK’s destination for new technology and this change really reflects our ambition in the market.
“Inspirational and interactive, the provision of additional services will enable us to get closer to our customers’ needs. It will work seamlessly with our online offer, to reflect the multichannel nature of the majority of electrical purchases.”
The department store has sought to increase its multichannel presence in recent times, and was recently ranked number one for m-commerce reliability in a survey by internet and mobile cloud monitoring firm Keynote Systems.
In-store innovations are also a priority however and, by refurbishing the homeware section of the store, the new concept in Stratford aims to demonstrate to shoppers how products will look and work in their own homes.
Areas for furniture and furnishings will also be revamped to simplify layout and make the department store more accessible and easier to navigate.
Ruis added: “John Lewis has long been famous for home and this new concept really pushes our contemporary credentials.
“I’m particularly excited about our new Home Design Studio. A creative space, it will enable customers to spread out swatches of materials and wallpaper to pull together a look for their home under the guidance of our home advice team.”
The company will also increase its fashion offerings at the Stratford store and will join other big-name retailers that are aiming to increase in-store innovations within the new shopping centre to appeal to tech-savvy consumers.
Jewellers Goldsmiths also announced a new concept store at Westfield earlier today, offering cutting edge technology aimed at younger consumers.
John Lewis’s new offering however, is expected to become the standard for all new department stores and future refurbishments of the retailer’s existing shops.