John Lewis Partnership hails omni-channel for business success

John Lewis has hailed its omni-channel strategy for the success of both its stores and online operations but has reported a slowdown in sales growth over the last six months.

John Lewis

Sales increased 13 per cent in the six months to 26 January at the department store, slower growth than the 18.5 per cent registered in the same period a year earlier. Online sales grew 39.6 per cent over the six month period.

The group’s supermarket chain Waitrose registered an 8.2 per cent increase in the six months to 26 January. Online grocery sales increased 47.5 per cent year on year.

John Lewis rolled out its click and collect service that allows John Lewis customers to buy online and arrange collection from a local Waitrose store in the period as part of its efforts to provide convenient options for customers whichever channel they choose to use.

It has also opened its first small format ‘multichannel’ stores, which are designed to offer a smaller range of products to physically buy in store than a typical department store, but encourage shoppers to shop online, through mobile or kiosks and take advantage of click and collect.

The group has also appointed Mark Lewis, former Collect+ CEO, as online director to drive the development of its digital platforms and integration with its stores.

Andy Street, managing director of John Lewis, says: “The week completed an impressive year. The encouraging feature for our omni-channel strategy is that both bricks and clicks saw strong growth. For johnlewis.com it’s been a simply sparkling year of growth, helped by a superb performance from Distribution colleagues, and many Partners across John Lewis and Waitrose who have supported click and collect. Overall, 2012-13 must be seen as a team success, as every area of John Lewis has combined to deliver these sales.”

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