The ads will incorporate radio, online, mobile and email, as well as door drops, using geo-targeting to reach customers living in regions where the test is running. The trial will initially be available in Scotland, Northern Ireland, Wales and the South West of England.
The service, offered in partnership with CollectPlus, means that customers who order goods through the John Lewis website will now be able to pick them up from 1,500 of the 5,250 convenience stores in the CollectPlus network, including Spar, CostCutter and Martin McColl. The service will cost £3.
The deal is aimed at expanding John Lewis’ customer base into areas where it might not have a store. There are only around 30 John Lewis shops in the UK, although people can opt to pick up their purchases from participating Waitrose stores. The company claims that 88 per cent of people in towns in the UK live within a mile of a CollectPlus store.
Sarah Ince, business development manager at John Lewis, says: “Click-and-collect services remain an areas of huge growth for John Lewis. The CollectPlus network provides us with a truly national reach and means that customers who may not necessarily live close to one of our shops can still collect their online order at their convenience.”
John Lewis is the latest retailer to focus on click-and-collect as demand from consumers for the service picks up. Earlier this week, eBay and Argos also launched a trial that will let people who order goods through eBay pick them up in Argos stores, while supermarkets including Waitrose and Tesco have announced plans to expand their services.