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John Lewis says new iPhone app will improve instore experience

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John Lewis says its customers will enjoy a better experience in its shops following the launch of its iPhone app.

The company announced the launch today and said it would help customers access up to 200,000 of its products on the move in the run up to Christmas.

But as well as improving its service to customers while they are out and about, John Lewis says the app will also improve their experience in its stores.

Using the app, customers will be able to scan product barcodes in order to view relevant information and videos, check ratings and reviews, and browse the product catalogue. If items are out of stock in store, customers will be able to link to the John Lewis mobile site to make a purchase. They will also be able to use it to find their nearest John Lewis store.

Sean O’Connor, head of online delivery and customer experience at John Lewis, said: “This is all part of a joined-up multichannel 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, available from the Apple store, has been designed in partnership with Red Laser technology, Sapient Nitro and Usablenet.

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 follows John Lewis’s recent move to give its customers free WiFi access in its shops nationwide and came as John Lewis reported a second successive record week in trading on Johnlewis.com, with sales up by 20% compared to the same time last year in the week to December 10. Its click & collect service grew by 72% making it, said Simon Russell, head of multichannel at the company, "the delivery method of choice for many customers, driving footfall back into John Lewis and Waitrose." Total sales, however, were up by just 0.2% in the week, excluding VAT.

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