UK department store retailer John Lewis is utilising marketing platform Monetate to tap into a range of data the company says will allow it to bring a customer-centric approach to its website.

Through a collaboration with the ecommerce support provider, John Lewis will use data to personalise experiences, including geolocation, website interaction and previous purchase behaviour.

Using personalisation not only allows more effective engagement with its customer base, but also results in increased loyalty and customer engagement, says the retailer.

"Customer service and satisfaction is a key cornerstone of our proposition across all channels," explains Jon Carthew, senior online insight manager at John Lewis. "With continued growth in e-commerce and increasing numbers of consumers looking to shop online, we aim to use the Monetate platform to optimise the customer journey through johnlewis.com."

Monetate says the aim is to help John Lewis continue to bring its "great service and experience to its online offering".

John Lewis recently promoted commercial director Paula Nickolds as its new managing director, following the departure of Andy Street. 

John Lewis names Nickolds as managing director