The department store will launch a fully mobile optimised transactional site on Monday (11 October) in response to the changing demands of customers and their shopping behaviour.
The mobile site can be accessed from any internet enabled mobile handset.
Jonathan Brown, head of online selling at John Lewis, told Marketing Week: “We consciously chose a mobile site rather than smartphone applications so that we could offer all our customers the same access.”
“We felt it was more important for customer experience to have a transactional mobile site up and running for peak Christmas trading that smartphone apps,” he adds.
Brown says he expects around 5-10% or John Lewis online traffic to come through mobile.
The mobile site has been created by the in-house user experience and web design team at John Lewis in partnership with mobile developer Usablenet, which Brown says means it has taken the “best bits” of John Lewis customer experience online and in-store but simplified it for mobile use.
The department store is also planning to launch mobile apps early next year.