The heritage and strength of the John Lewis and Waitrose brands will be key to future success, according to the retailer, as it lays out its five-year strategy to return to profitable growth.
Speaking to the press this morning (16 October), chairman Sharon White said the John Lewis Partnership wants its businesses to become the “go-to brands for customers who want quality, value and sustainability”. This means the introduction of more budget ranges, the expansion of online food delivery and a move into new categories including insurance, outdoor living and property lettings.
John Lewis’s executive director Pippa Wicks, who previously worked at The Co-op, believes if the issues can be addressed, the strength of its brands will help it succeed.
“While we have some things to do to address some customer service issues, [people] have great affection for the brand, feel very loyal towards the brand, want us to succeed and it is a trusted brand. I experienced that when I was at the Co-op, which had some challenges a number of years ago. The brand heritage and strength, underpinned by a purpose, is still there for John Lewis and a real opportunity for us,” she told Marketing Week.
“In things like financial services, that trust is absolutely vital. I feel very excited we can make changes and people will fall back in love with the John Lewis and Waitrose brands.”