UK-based department store John Lewis recently released a report revealing insights about the shopping habits of its consumers. In addition to interesting findings on regional preferences for sleepwear, clothes, home appliances, and fashion, the report has insights about consumer preferences on brick-and-mortar and online shopping. The report finds that 50% of John Lewis shoppers research and buy in-store and 14% research and buy online. The rest prefer a mix: 23% research online and buy in a store, while 12% research in the store and buy online. The latter is often the case for furniture items such as beds and sofas, which consumers test for comfort before purchasing online.
Named Gifted and ranked No. 9 of 56 global department store brands in L2’s 2014 Digital IQ Index: Department Stores, John Lewis has been a leader in offering seamless omnichannel experiences. It partnered with Waitrose grocery to expand its 40 click-and-collect pickup locations to 300. John Lewis texted a pincode to consumers who opted to pick up their purchases at a Waitrose locker. Online, John Lewis features extensive styling and fit guides for men’s suiting and is one of six department stores to offer free international shipping.
John Lewis also has optimized its mobile and tablet sites. Sales were up by 19% on Christmas Day 2012, and 76% of users had accessed the site via a smartphone or tablet. As the graph below from the L2 study shows, many department brands have yet to optimize their tablet sites.