The pandemic has brought about a dramatic reimagining of the 9 to 5, but with definitions of flexibility ranging from hybrid to fully remote, what will marketers’ working lives look like in 2021 and beyond?
Even if John Lewis cocks up in its bid to rent homes to the masses, the blowback on its department store business will be limited – even non-existent – thanks to the magic of brand extension.
While M&S and Next can see a profitable future in selling third party brands, has John Lewis got its strategy wrong?
Customer director Claire Pointon outlines marketing’s role in John Lewis’s revamped business strategy, which includes a new pricing architecture, “reimagined” high street stores, and bringing the Waitrose and John Lewis partnership closer together.
The Anyday range has been described as a “critical element” in the retailer’s £800m turnaround strategy, as it looks to appeal to a broader group of shoppers with competitive prices.
Marketers cannot be an expert in everything, so instead they should home in on opportunities that excite them, advises Waitrose customer director Martin George.
The retailer is launching Anyday, its “most affordable” own brand range of 2,400 products designed to undercut existing collections and attract a broader range of money conscious consumers.
John Lewis is forging ahead with its convenience-focused local store concept, as it confirms eight shops will not reopen once restrictions lift next month.
The partnership is hoping to recover from a severe loss with a strategy focused on local stores, a new pricing structure and closer integration between the John Lewis and Waitrose brands.
During a festive season under lockdown, brands have had to strike a delicate balance between spreading joy and respecting the mood of the nation, with kindness emerging as the key Christmas trend.
When established brands try to move beyond their core competence it rarely works, and John Lewis’s plan to move into residential property seems poorly thought through.
Has John Lewis and Waitrose’s “very different” approach to the Christmas ad this year paid off? Marketers certainly seem to think so.
The retailers say they felt they had no choice but to do something “entirely different” this year as they look to bring their brand promise to life.
The retailers say their annual Christmas ad takes inspiration from the generosity of the British public this year, with the aim of supporting those hit hardest by the pandemic.
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.