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John Lewis plans for growth

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Multichannel retailer John Lewis is introducing new technology in order to deliver a more personalised service to its customers as it works towards a vision of becoming the UK’s leading multichannel retailer.

The business aims to double its online sales in coming years, and will do that from a new commerce website, to be built on the ATG Commerce platform. This will allow John Lewis to gain a single view of its customers, whichever channel they shop in, and offer more personalised content and promotions. The retailer will also integrate its social networking activity, including its Facebook page and Twitter feed, into the new site.

Further personalisation will come through its use of SAS Marketing Automation to deliver relevant customer communications and marketing campaigns.

Jonathon Brown, head of online selling at John Lewis, said: “John Lewis has very ambitious plans to double the size of its online business over the coming years. In order to enable this growth we need to implement a new commerce platform that has longevity and which offers the ability for John Lewis itself to manage.

“ATG’s platform will enable us to deliver against our growth objectives and positions us competitively in the market by delivering an engaging personal experience that customers expect from John Lewis. This appointment fits into our vision of becoming the leading multichannel retailer in the UK.”

Craig Inglis, director marketing, John Lewis, said: “John Lewis Partnership prides itself on its outstanding commitment to exemplary customer service. We see SAS Marketing Automation as a vital enabler in extending that ethos and ensuring that customer communications are always relevant, both in-store and online, and across all our brands.”

Ian Manocha, managing director of SAS UK, said: “John Lewis Partnership has tremendous marketplace momentum and has bold plans for its next phase of growth; establishing a differentiated multi-channel relationship with its customers will be fundamental to enabling that growth.”

Frank Lord, vice president at ATG EMEA said: “John Lewis’ approach shows the importance of an integrated solution. John Lewis plans to enable personalisation to drive higher customer satisfaction and an enriched shopping experience via personalised content and promo

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