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...