This month, UK shoppers voted John Lewis as the top store for customer service. The Gifted brand, ranked 9th in L2’s 2014 Digital IQ Index: Department Stores, has significantly expanded international and omnichannel offerings. It partnered with grocery store Waitrose to expand its click-and-collect pickup locations from 40 to 300. Customers can pick up items purchased online at Waitrose, in lockers that open with PIN texted to them after purchase.
Online, John Lewis has created extensive product videos and fit guides for its Menswear section. On Christmas Day 2013, 75% of the store’s sales originated from mobile, signaling a well-functioning mobile site that directs to purchase. Internationally, John Lewis is one five brands that offer free international shipping.
And John Lewis faces tough competition in the UK, where department stores are far ahead in omnichannel offerings compared to their US counterparts. For example, 70% of UK department stores offer free return shipping vs. 41% in the US. More stores offer click-and-collect as well; 78% offer the service vs. just 35% in the US.