John Lewis plots broadband campaign

John Lewis is preparing to launch a £2m campaign to support the launch of its broadband services.

John Lewis

A national print and digital campaign will launch next week (30 April) and the service will be advertised in store.

The broadband package replaces the previous internet services offered under the Waitrose and Greenbee sister brands.

The retailer has already begun communicating the changes to existing Waitrose and Greenbee customers.

It follows the launch of John Lewis Insurance in 2010, which also replaced a former Greenbee branded service. The retailer claims that it has seen a 45% increase in uptake since the rebrand.

The retailer could roll out a number of similar branded service propositions in sectors that traditionally suffer a lack of consumer trust, to take advantage of the trust consumers place in the John Lewis brand, but says it has no specific plans at present.

Craig Inglis, John Lewis marketing director, says: “Trust is the word that our customers use most when describing why they value the John Lewis brand – because they believe that we consistently deliver great service and value for money.

“Our customers want the same honest and trustworthy experience from their internet provision as they would expect from any product they buy from us.”

John Lewis says the service complements the range of wifi enabled consumer electronics it sells.

The Greenbee brand, which launched in 2006 as a travel and insurance company in partnership with AXA and Expedia, has now been axed. It was part of John Lewis’s strategy to grow its online business.

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