// John Lewis invests in its home department with new ad campaign & new customer magazine
// The ad campaign will feature on TV and extends to new digital and social media
// The new customer magazine At Home is a glossy, quarterly publication available in John Lewis & Waitrose stores
John Lewis has launched a new media campaign and a new magazine as part of an investment strategy to strengthen its home department.
The media campaign consists of a TV advert as well as new digital and social media adverts that focus on showcasing John Lewis’ range of items available in its home department, with an emphasis on their style.
Meanwhile, the new customer magazine At Home is a glossy, quarterly publication that aims to reinforce John Lewis’ reputation as an authority on style and design for the home.
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The new magazine – available in both John Lewis and Waitrose shops as well as the department store’s online store – includes home ideas, think pieces and features to inspire customers decorating or redesigning their home.
Michelle Ogundehin, former editor of Elle Decoration, will have a regular column in the magazine and the launch edition includes stories featuring Yotam Ottolenghi, Melissa Hemsley, The Home Edit and Rukmini Iyer.
“Our customers have told us that their homes have never mattered more to them,” John Lewis customer director Claire Pointon said.
“In addition to sleeping and eating they’ve had to use them to fulfill new functions such as offices, gyms, entertaining children and much more, and so they have proved to be the most important place in their lives.
“This new flexible approach to living is here to stay and as they adapt to this our customers want to be inspired by stylish, high quality home products at affordable prices.
“This campaign will raise awareness of our home products, celebrate our unrivalled design credibility and craftsmanship while communicating our great value.”
In July, John Lewis parent company John Lewis Partnership revealed it would embark on a five-point strategy to transform the business to adapt to a post-Covid market.
The strategy includes a focus on home and nursery and providing John Lewis Home products within Waitrose stores.
It also featured a “rebalance” of the partnership’s store estate, a reduction of head office costs, a “digital-first” approach in department stores, and working with third parties on private and affordable rental housing.
Since then the partnership has announced a review of its “Never Knowingly Undersold” promise, a new vegan and recyclable mattress range for its home department, 30 new third party branded items in its fashion, beauty and accessories department, and plans to combine its customer loyalty scheme across Waitrose and John Lewis.