Twitter
Facebook
Linked In
RSS
Login or Register
New to InternetRetailing?
Register Now
Internet Retailing
IREU Top500 The Customer Report: 2018

IREU Top500 The Customer Report: 2018

You are in: > Home > Research > Research Articles

This is your 1 complimentary article for this month

Become a member for unlimited and immediate access.


Register
Already a member? Log in here

Case Studies: John Lewis: getting to know you

Linked InTwitterFacebookeCard


John Lewis is following its customers as they use social media to engage with retailers. In its 2015 retail report, How We Shop, Live And Look, the department store said the previous 12 months had seen a tipping point in womenswear. While customers’ style choices had previously been inspired by the catwalks, and by what celebrities, models and actors were wearing, last year saw the growing influence of images shared via Instagram, Facebook and Pinterest.

“The plethora of social media inspiration meant customers acted as their own stylists, making confident choices about the looks that worked best for them,” said the report. “We saw our mobile womenswear sales increase by 86% on last year, evidence of a more impulsive ‘want it now’ approach fuelled by the instantaneous nature of social media.”

In the report, John Lewis managing director Andy Street said social media was key to how the retailer now served customers. “We’re helping facilitate our customers’ ability to shop anytime, and anywhere and to make their user journey the most flexible it has ever been,” he noted. “Shopping today is less about ‘I need it now’ and more about ‘I need it flexibly, when I want’.”

InternetRetailing research, which found that 12,011 shoppers engaged with John Lewis via its Facebook page, supports the validity of this approach. That’s 93% ahead of the average

among Top500 retailers. InternetRetailing









analysis found John Lewis has an average of 360 Likes-per-post on Facebook – 74.3% more than the average for Top500 retailers. It also scored 140% higher value for customer check-in on its Facebook page than the average.

Facebook is John Lewis’ most established and well-used social channel, with a following that leaves its Twitter, Instagram and Pinterest accounts far behind, though these latter accounts are growing more quickly, according to the John Lewis 2015 retail report.

The skill involved in John Lewis’ use of social media to engage with customers was exemplified when the retailer launched its annual Christmas ad in November 2015. A teaser campaign had already been running for a week before the Man on the Moon ad went live on the John Lewis website and on YouTube on 6 November 2015, with social sharing links to Twitter, Facebook and Instagram. In the first hour that the ad was live, it was mentioned 16,396 times under the #onthemoon and #manonthemoon hashtags, according to analysis from PR agency Hotwire. During the first 24 hours, it was mentioned more than 96,000 times.

Linked InTwitterFacebookeCard
Featured In
IRUK 500 Brand Engagement Report 2016

IRUK 500 Brand Engagement Report 2016

Featured In
IRUK 500 Brand Engagement Report 2016

IRUK 500 Brand Engagement Report 2016

Become a Member

Create your own public-facing profile
Gain access to all Top500 research
Personalise your experience on IR.net
Internet Retailing
We are the magazine, portal and research source for European ecommerce and multichannel retail, hosting the board-level conversation for retailers, pureplays and brands across all of our platforms. Join the conversation.

© InternetRetailing Media

Latest Tweet

Internet Retailing
Tamebay
eDelivery
Twitter
Facebook
Linked In
Youtube
RSS
RSS
Youtube
Google
Linked In
Facebook
Twitter