// John Lewis to test “multi-sensory experience” at Horsham store
// The concept will be launched at its Oxford Street, Milton Keynes and Liverpool stores in the spring
John Lewis plans to trial a “multi-sensory experience” at one of its stores over the next year, as the retailer looks to test new concepts.
The concept will be launched across almost half the two-storey store in Horsham, West Sussex.
John Lewis has hired neuroscience experts to look at the Horsham store’s design and prescribed fragrance, colours and sounds to specific areas to “enrich customer mood and experience”.
There is also a new children’s area, including a “wonder trail” concept with an interactive treasure hunt, as well as an activity table and a nursery advice service.
This will also be rolled out to its Oxford Street, Milton Keynes and Liverpool stores in the spring, The Times reported.
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The former “John Lewis at home” store, which sold only homewares when the purpose-built site was opened in 2015, has been converted into what the retailer calls a one-stop-shop.
As well as home design, it now also includes fashion, beauty and personal styling.
In the Horsham store’s beauty department, Clarins has launched its first express skin service, while Elemis has opened a beauty treatment room from Elemis, where customers can have massages and facials.
The revamp comes as John Lewis prepares to report its annual results on Thursday amid staff fears that their annual bonus may be ditched.
The partnership is expected to report an annual pre-tax loss before one-offs of about £50 million, compared with a profit of £181 million last year.
