How John Lewis and Waitrose will get people to ‘fall back in love’ with the brands
Part of the John Lewis Partnerships’s new strategy is to use the strength and heritage in its brand to expand into new areas of retail and beyond.
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.”