Our new Retail Insights case study report outlining the path to omnichannel for UK department store retailer, John Lewis will be available on www.idc-ri.com soon. But for those who can't wait, here's a sneak peek at the results of the initiatives that have propelled John Lewis into the omnichannel best practice arena.
- 27% of John Lewis customers research what they want in store and then purchase it online
- Over 60% of customers research online before going to the store
- More than 20% of John Lewis customers buy online and collect in store
- 40% use their phones to interact with the brand when in the store
These multichannel and omnichannel shoppers:
- Spend 3.5 times more.
- Purchase across more categories
- Shop more frequently.
- Are more loyal and have a higher retention rate
- Multichannel reaches a wider variety of customer: Where the retail and catalogue customers are predominantly in the age range of 35 - 55+ with a 65% female bias, the online shopper average age is younger at 25 - 45, and the shoppers more affluent.
The best practices deployed by John Lewis include:
- Bringing the siloed online a store businesses under a single reporting function and encouraging an omnichannel culture in the business.
- Encouraging shopping simultaneously across channels by allowing consumers to shop in store while interacting online through mobile, WiFi and kiosks in-store.
- Providing a convenient shopping experience by offering multiple, cross channel delivery options and click and collect services.