John Lewis has committed to an £800m investment to revitalise its stores, demonstrating a firm belief in the ‘bricks and clicks’ model.
- Approximately half of the financial injection will be allocated to physical stores, underscoring their importance post-pandemic.
- The Oxford Street flagship has been transformed with an expanded beauty hall and the introduction of new brands.
- John Lewis is partnering with Jamie Oliver to introduce a cookery school in its Oxford Street location by spring 2025.
- The renovation acts as a testing ground for potential wider implementations across the company’s portfolio.
John Lewis has announced a significant £800m investment aimed at enhancing both its physical and digital offerings. This strategic decision marks a pivotal moment in the company’s commitment to maintaining its physical stores as a key component of their customer engagement strategy. The ‘bricks and clicks’ model remains a core pillar, reflecting an enduring confidence in the necessity of physical retail spaces, particularly following the disruptions experienced during the pandemic.
Executive Director Peter Ruis confirmed that about half of this substantial investment will be directed towards improving store experiences. This year already saw £126m spent on store transformations, with an additional £136m planned for the following year. These enhancements incorporate advanced technology, including mobile payment solutions and ship-from-store capabilities, designed to streamline customer interactions and enhance satisfaction.
The flagship store on Oxford Street serves as a prime example of these enhancements, featuring an expanded beauty hall that boasts a 24% increase in footprint and a 15% uplift in brand offerings, now totalling 175. Customers can explore established make-up brands like MAC alongside emerging names such as Sol de Janeiro, symbolising the retailer’s endeavour to modernise its offerings. Helen Spencer, head of beauty at John Lewis, emphasised that this innovation allows the retailer to attract a diverse range of customers without disrupting trade.
The strategic partnership with celebrity chef Jamie Oliver will soon bring a Cookery School and Cafe to the Oxford Street location, expected to open in spring 2025. This collaboration highlights John Lewis’s ambition to supplement its retail experience with unique, value-added services, enhancing customer engagement through experiential offerings.
John Lewis’s Oxford Street store is envisaged as a testing ground for transformative retail experiences, which could eventually extend across its wider store portfolio. The addition of a Waterstones bookshop and a new rooftop restaurant further echoes this ambition. Ruis concluded by affirming, ‘The buzz is back in John Lewis and we’re giving our customers even more reasons to shop in our brilliant stores.’
The comprehensive investment by John Lewis exemplifies its enduring dedication to evolving and enhancing customer experiences across its store network.
