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John Lewis launches iPhone app

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John Lewis has (finally) launched an iPhone app, which gives customers access to 200,000 John Lewis products while they are on the move and allowing shoppers to find their nearest store, opening times, and to browse while in store or lounging around at home – as well as seeking to improve customer experience in store.

The app, which had its baptism of fire in the run up to Christmas, will enhance customers’ in-store shopping experience by enabling them to find the nearest John Lewis via the phone’s GPS and get contact details, opening hours and directions to the shop. It will also allow them to browse the product catalogue and search for items using keywords or product codes and scan the barcodes of products in-store to access additional information and videos from expert Partners (staff).

Users can also Check ratings and reviews to help decide on the right product to purchase and link to the mobile site via the app to buy products if they are out of stock in the local shop. They can also see the history of products and videos that they have viewed in order to buy them at a later date.

Sean O’Connor, Head of Online Delivery and Customer Experience at John Lewis said: “Our customers’ shopping habits are continually evolving and we have to work hard to meet their ever-changing needs and expectations. During the Christmas season the internet and mobile have played a huge part in our business and in our busiest weeks can account for a quarter of overall John Lewis sales.

“Traffic and sales online are both seeing double digit increases on last year and traffic and sales via our mobile site have more than doubled on a year ago. This is all part of a joined up multi-channel approach that complements and relies upon our physical shops, and the service and expertise our in-store Partners have to offer. This combination creates an attractive proposition that provides convenience for busy shoppers.

“We recognise that up to a third of customers using our mobile website research shop information and even more research products online before buying. This app is designed to ensure they have everything they need to make an informed purchase, whether they are in-store, on the train to work or at home on the sofa.”

The free app, which has been designed in partnership with Red Laser technology, Sapient Nitro and Usablenet, is available to download from the Apple store now.

Nick Taylor, Chief Executive of Usablenet said: “John Lewis’ iPhone app offers loyal customers engaging features that encourage repeat visits both in-store and online. With features like product videos and barcode scanning that enhances the in-store shopping experience, John Lewis continues to innovate for its clients, providing best-in-class solutions in the multichannel space.”

The app builds on John Lewis’s recent announcement that it would become the first UK department store retailer to offer free WiFi access to customers in its shops nationwide. The retailer has also rolled out its the Click and Collect service to 129 John Lewis and Waitrose shops, ensuring John Lewis customers have a fully multi-channel, multi-platform shopping experience.

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