How John Lewis harnesses the spending power of the omnishopper

This event report looks at how department store John Lewis has made the transition from bricks and mortar to omnichannel retailer.

How John Lewis harnesses the spending power of the omnishopper

Jo Bowman

Consumers who shop both online and in a physical store are by the far the most valuable to retailers, according to John Lewis, one of the UK's best-known department store chains.

Simon Russell, director of retail operations development with the John Lewis Partnership, told the Omnishopper conference held in Paris in November 2015 that "omnishoppers" – those who used all available channels to browse and to make a purchase – not only shopped more frequently than those using just one channel, but were also the biggest spenders.

John...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands