John Lewis campaign ‘failing to land’ with non-customers, data suggests
Kantar’s latest data suggests the recent John Lewis ad is landing with shoppers, but not with those unfamiliar with the brand.
Despite the revival of its ‘Never Knowingly Undersold’ price pledge and release last week of a new TV ad – the first in a trilogy gearing up for Christmas – John Lewis still faces challenges connecting with potential customers.
In a survey of 1,300 adults conducted by Kantar, an “encouraging” proportion of people watched the entirety of new TV advert ‘The Window’, which saw the retailer go back in time to support the return of its price promise.
On average, people were skipping at around 14 seconds, with short-term sales effects found to be in line with the retailer’s previous Christmas ads. However, John Lewis customers were found to respond much more positively to the ad, compared to non-shoppers.
