John Lewis plans to boost its in-store staff as part of a strategic move to improve customer service quality. This initiative, known internally as a ‘Selfridges-style’ approach, is spearheaded by Peter Ruis, the newly appointed executive director.
- Ruis is negotiating with fashion brands to lower commissions in exchange for increased staffing on their in-store concessions.
- The move comes after John Lewis reported a return to profitability in early 2024, indicating strong sales growth and improved margins.
- Ruis’s appointment marks part of a broader senior leadership restructuring at John Lewis in 2024.
- A spokesperson confirmed that John Lewis continues to innovate in its employment and partnership models.
In an effort to elevate customer service, John Lewis plans to increase the number of staff on its shop floors, influenced by a ‘Selfridges-style’ model. This plan is led by Peter Ruis, who became the executive director six months ago, taking over from Pippa Wicks. Ruis’s strategy includes renegotiating with fashion brands to reduce the commission rates that John Lewis charges them, enabling these brands to employ more staff within their concessions at the stores.
The decision to ramp up staffing coincides with John Lewis’s reported financial success in the 52 weeks leading up to 27 January 2024. The company noted a return to profitability driven by a rise in sales and improved gross margins, marking a positive turnaround for the chain.
According to a company spokesperson, this initiative is consistent with John Lewis’s longstanding practice of collaborating with suppliers to innovate its service delivery. ‘We already have brand consultants across our departments – including fashion – and have done so for many years,’ the spokesperson stated, underscoring the company’s commitment to customer service.
Peter Ruis’s appointment is one of several key executive changes at John Lewis this year. Jason Tarry, former CEO of Tesco, is set to replace Sharon White as executive chair in September, and other significant appointments include Andy Mounsey as interim executive director for finance and Rachel Morgans as fashion director.
The strategic shift to increase shop floor staffing not only aims to enhance customer experience but also reflects a broader trend in the retail industry to improve service quality through direct customer engagement.
John Lewis’s strategy to bolster in-store staff and customer service is both a continuation of its innovative practices and a signal of its positive fiscal recovery.
