Marking 25 years since johnlewis.com first launched, the department store has invested in both its online platforms and physical shops to inspire and serve customers however they choose to shop.
Over the past two decades, John Lewis has worked to combine in-store customer service and Partner expertise with an “inspirational website, powerful app, extensive click and collect and fast online delivery options”.
Digital upgrades across the website and mobile app are designed to improve and simplify the overall customer experience. With a fresh look and feel, the website now offers customers more content and inspiration, and upgraded site search helps shoppers quickly find what they are looking for.
The app, which now accounts for approximately 40 per cent of online sales, continues to play a central role in driving customer engagement. It includes easy access to My John Lewis rewards and benefits, order history, and Live Chat to enable customers to access any support that they need.
Earlier this month, John Lewis expanded its Deliveroo offering from just 150 products to 10,000 across eight stores in London and the surrounding areas.
The retailer stressed it is bringing the very best of its shops and digital channels together as part of its multi-year £800m transformation programme.
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Dom McBrien, chief digital and omnichannel officer at John Lewis, said:“When johnlewis.com launched 25 years ago, offering 5,000 products and selling our very first item – a beech salt and pepper mill – it was the start of a huge shopping transformation.
“Over the last quarter-century, customer habits have evolved dramatically, and during the COVID-19 pandemic, johnlewis.com became our sole customer storefront during store closures.
“Today, with over 300,000 products online, our commitment to exceptional quality and service remains unchanged. The true strength of John Lewis lies in the vital blend of our physical shops and digital platforms, with omnichannel retail at the core of our future.
“Whether customers are seeking expert Partner advice in store, using our AI-powered discovery online, picking up via Click & Collect, or ordering via rapid delivery in 30 minutes, we are here to meet them wherever and however they choose to shop.”
As John Lewis works to further enhance convenience and support modern shopping habits, it is embracing AI-powered discovery. With traffic from digital assistants continuing to grow year-on-year, the retailer is ensuring product ranges are easily discoverable and is currently developing a brand-new AI-powered product finder set to launch in time for Christmas.
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