John Lewis is giving third-party retailers access to its click and collect network.
Pureplay Boden is the first retailer to do so in a limited trial. Online shoppers who order by 7pm can now pick up their Boden orders at 30 branches of Waitrose on the next working day. Nine of those branches are in the Greater London area, while the remaining 21 are located around the UK.
Gav Thompson, chief customer officer at Boden, said: “We are so excited to be able to offer our customers click and collect at select Waitrose shops in time for Christmas. This is a new way of shopping Boden and the perfect collaboration, designed around convenience and ease.”
John Lewis’ click and collect service launched in 2008, and enables shoppers to pick up their online orders at branches of John Lewis and Waitrose. Currently, 57% of all John Lewis online orders are delivered through in-store pick-up: 25% are picked up at a John Lewis shop and 75% at a branch of Waitrose. By opening up its services to other retailers’ customers, John Lewis expects to attract new customers into its stores.
Bérangère Michel, operations director at John Lewis & Partners, said: “We were one of the first to launch a click and collect service at scale in the UK and we’re pleased that the service will now be used by other businesses. This is a great example of how we are combining the capabilities of John Lewis and Waitrose to deliver what retail needs, at a time when the sector is changing at an extraordinary pace.”
John Lewis has also expanded its network in order to enable its shoppers to pick up their online orders in other retailers’ stores, including Booths and the Co-op. Meanwhile, its ecommerce customers can also return their John Lewis online orders when their Waitrose food order is delivered.
John Lewis is an Elite retailer in IRUK Top500 research, while Boden is listed in the Top250.
Image: InternetRetailing Media/Paul Skeldon