John Lewis is taking an API, micro services and cloud-based approach to selling across channels

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John Lewis taking an API, micro services and cloud-based approach, as it ‘supercharges’ its online investment and works to adapt to the way that shoppers now want to buy.

The retailer, ranked Elite in RXUK Top500 research, is now using the commercetools platform as it moves away from its legacy platform, in order to support a more flexible and scalable approach to selling across channels. The headless software-as-a-service platform will enable John Lewis to customise digital customer experience journeys for shoppers buying in-store, online, using mobile apps or via other channels. It will also support a new basket and checkout. 

Mike Sackman, chief information officer at the John Lewis Partnership, said: “John Lewis is supercharging its investment in online to adapt to changes in consumer behaviour. Our partnership with commercetools forms part of this.”

Dirk Hoerig, chief executive of Commercetools, said: “Brands rely on their ability to engage customers and meet needs that are constantly changing online and offline. For John Lewis, scalability and flexibility was very much the brief, and we are very proud to be a strategic provider for such an iconic brand. A modern commerce solution based on composable architecture, API-first and the cloud, delivers capabilities which allow our customers to meet peak demand, support omnichannel, adapt quickly to the market and realise value early and often.”

John Lewis has previously outlined its plans to move towards a digital-first strategy, as it moves towards a world in which the department store makes 60% of its sales online. 

At the time, John Lewis Partnership chairman Sharon White said in a letter to staff: “As customers increasingly shop online, we will become digital first. We have ‘catch-up’ investments to make in johnlewis.com. Shops will always be crucial to the brand but they will be in support of online.”

The retailer currently sells online and from 42 shops and one outlet in the UK. 

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