Department store retailer John Lewis is taking measures to bring its e-commerce and high street operations closer together, just-style heard at a conference in London today (13 October).

Robin Terrell, managing director at John Lewis Direct, told delegates at the Internet Retailing event that the company is "fundamentally redefining" its structure to embed its multi-channel offering.

Measures include encouraging store partners to introduce customers to John Lewis Direct since February, and advertising to the site behind till banks too.

It also allows customers to "click and collect" online items, which it delivers to a customer's local store, and finds that 38% of customers make additional purchases on collection.

Terrell said a multi-channel model is key to building customer loyalty, rather than working as separate businesses.

"We very much see this as a journey, and we are at the start of this journey," he added.

The company, which first went online in 2001, launched its fashion ranges online earlier this year.

From the firm's total GBP2.8bn (US4.4bn) sales in 2008/09, GBP327m were from its John Lewis Direct site - up 22% on the year before.