John Lewis is in the process of hiring a head of brand and social marketing as it looks to up its focus on social media and differentiating around the shopping experience.
The move comes after Rachel Swift, who was head of brand marketing, left to take on a new role as brand director and head of creative at O2.
A John Lewis spokesperson says: “We can confirm that Rachel has left John Lewis. Given our ongoing focus on differentiating our retail experience and investing in our brand, we’re currently in the process of recruiting for the role of head of brand and social marketing.“
John Lewis is putting an increasing focus on social media with the aim of differentiating its experience. To that end, it has become the first UK retailer to test 360-video advertising on Facebook.
As part of the brand’s Autumn campaign, it will trial shoppable ads on Facebook that enable customers to view products in a real life house setting and allow them to click through to buy the featured items online.
If successful, the technology has the “potential” to cover other seasons including Christmas, according to Eva Bojtos, John Lewis’s senior manager for social marketing.
Citing Facebook research that found 51% of people are excited about the role virtual reality will play in their shopping experiences in the future, she says it’s the perfect online format for showing consumers how a product might look in their homes.
She tells Marketing Week: “Any technology that can immerse our customers into world of John Lewis is a great thing. This 360 format could work in any environment from fashion to home.
“It is such a new format, it’s hard to calculate a ROI or bench mark, but I imagine the key here will be a mix of engagement and click through to sales.”