UK: John Lewis keeps stores "at heart" of strategy
Department store chain John Lewis has found that its customers who use both shops and e-commerce are spending more.
Simon Russell, head of multi-channel at John Lewis, said such shoppers were spending an average of 3.5 times more on goods.
"Retail has changed rapidly but the fundamentals have stayed the same," he said today (17 March) at Retail Week Conference in London. "Our stores are right at the heart of our business."
John Lewis, which saw multi-channel sales soar 37.9% in its last fiscal year, has installed Internet cafes in staff canteens in a bid to familiarise store workers with its e-commerce site.
"Their knowledge of shopping in a multi-channel way should match our shoppers'," said Russell.
He added that around a quarter of the retailer's shoppers were browsing for items online before going to the store to buy them. He said the company's 'click and collect' service also grew by 110% during 2010.
Russell added: "There will be growth in other channels but there is a correlation between the success of the shops and the success of the online business."
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