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A R E V I E W A N D A N A LY S I S O F J O H N L E W I S - O LU F E M I C O K E R , I F E D AYO A D E T U N J I , D AV I D L E M O S , M I TC H E L L W E I S S

INTRODUCTION• The aim of this project is to investigate John Lewis e-

business strategy and examine the impact of John Lewis strategy on the business.

• Electronic business (E-business) is the application of ICT in support of all activities of a business. More specifically, this project will be investigating the impacts of the application of ICT into the business and how it has improved John Lewis business operations.

• This will include their e-marketing and e-commerce strategy with recommendations at the end of the presentation

• Slides will include phrases of information and students will explain it from research and understanding

• References are at the end of this presentation

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A R E V I E W A N D A N A LY S I S O F J O H N L E W I S - O LU F E M I C O K E R , I F E D AYO A D E T U N J I , D AV I D L E M O S , M I TC H E L L W E I S S

INTRODUCTION (JOHN LEWIS, 2013)

• John Lewis is currently one of the UK’s top ten retailers with 39 John Lewis shops, 298 Waitrose supermarkets, an online and catalogue business, a direct services company, one production unit and a farm

• Despite being the UK’s favourite department store, John Lewis knew that there was significant potential to increase their online annual sales and they realised that having a multi-channel customer was worth more on average 3.3 times more than a shop-only customer shopping on average 6 times a year (The Marketing Society, 2012)

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A R E V I E W A N D A N A LY S I S O F J O H N L E W I S - O LU F E M I C O K E R , I F E D AYO A D E T U N J I , D AV I D L E M O S , M I TC H E L L W E I S S

RESEARCH AND INVESTIGATION INTO JOHN LEWIS’ E-BUSINESS STRATEGY (THE MARKETING SOCIETY, 2012) E-Commerce Growth (John Lewis realised people interacting

with brands more with multi-channel customers will see an increase in sales)

• Refocused it’s whole strategy on E-Commerce – the following 3 slides explain what’s being invested and focused on

Never Knowingly Undersold – Unique JL slogan

• Giving customers a refund if their shopping would’ve been cheaper elsewhere (Sainsbury’s, Tesco’s, Morrison’s, Asda)

• Immediate effects of this new policy were shown in sales and market share as goods went from challenging year on year - significant double digit growth

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A R E V I E W A N D A N A LY S I S O F J O H N L E W I S - O LU F E M I C O K E R , I F E D AYO A D E T U N J I , D AV I D L E M O S , M I TC H E L L W E I S S

A REVIEW OF JOHN LEWIS’ E-MARKETING & E-COMMERCE STRATEGY (THE MARKETING SOCIETY, 2012)E-Marketing – “E-marketing is the use of information

technology in the processes of creating, communicating, and delivering value to the customers, and for managing relationships in ways that benefit the organization and its stakeholders. (Armistead, 2006)

E-Commerce – Electronically Mediated Information exchange between an organization and it’s stakeholders

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A R E V I E W A N D A N A LY S I S O F J O H N L E W I S - O LU F E M I C O K E R , I F E D AYO A D E T U N J I , D AV I D L E M O S , M I TC H E L L W E I S S

A REVIEW OF JOHN LEWIS’ E-MARKETING & E-COMMERCE STRATEGY (THE MARKETING SOCIETY, 2012)John Lewis’ Strategies were focused on (expanding customer base):

Fashion – Guest editors commissioned to establish catwalk previews, “Get the Look” guides, new online marketing programmes were developed including contextually linked advertising, UK’s first geo-climatic banners for JL fashion

2010/2011 Fashion accounted for 25% of johnlewis.com sales

Fashion also accounted for more than 25 per cent of the total online profit in 2010/2011The Launch of

Facebook – Talking about page, sharing links, news, updates, vouchers, product info

Twitter – Direct target tweets, hashtags, interaction with customers(Twitter, 2013)(Econsultancy, 2013)

YouTube – Partners, Sharing, Directed ad to target market, available on multiple multimedia devices (Phone, Tablet, Desktop)(YouTube, 2013)

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A R E V I E W A N D A N A LY S I S O F J O H N L E W I S - O LU F E M I C O K E R , I F E D AYO A D E T U N J I , D AV I D L E M O S , M I TC H E L L W E I S S

A REVIEW OF JOHN LEWIS’ E-MARKETING & E-COMMERCE STRATEGY (THE MARKETING SOCIETY, 2012)John Lewis’ Strategies were focused on (expanding customer base):

Click & Collect – customers order online, pick up later, also other destinations (Telegraph, 2013a)

Window Shopping – Turning Windows into a direct selling tool

iPhone App - up to date with latest info for JL , also can purchase[Apple App Store]

Free WiFi – quicker speeds with JL website at JL store (Marketing Week, 20121

Bringing Partners and E-Commerce together - PACT

Technology in the brochures and the Christmas Ads

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A R E V I E W A N D A N A LY S I S O F J O H N L E W I S - O LU F E M I C O K E R , I F E D AYO A D E T U N J I , D AV I D L E M O S , M I TC H E L L W E I S S

COMPETITOR ANALYSIS (MARKS AND SPENCER, 2013)Marks and Spencer

Multi-channel retailer

Similar target market – C1

Looking to both expand to a younger audience

John Lewis set to steal the crown from M&S - £4.2bn in sales

Continuous Revenue in sales will make John Lewis be Britain’s favourite store (This is Money, 2013)

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A R E V I E W A N D A N A LY S I S O F J O H N L E W I S - O LU F E M I C O K E R , I F E D AYO A D E T U N J I , D AV I D L E M O S , M I TC H E L L W E I S S

COMPETITOR ANALYSIS (MAIL ONLINE, 2010)• Mail Online compared the two companies John Lewis and

Marks and Spencer of which is loved more

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Company

Layout

Fashion

Home ware

Food

Customer Service

Conclusion

John Lewis

4/5 5/5 5/5 4.5/5 5/5 23.5/5

M&S 2/5 4/5 2/5 4/5 3/5 15/25

A R E V I E W A N D A N A LY S I S O F J O H N L E W I S - O LU F E M I C O K E R , I F E D AYO A D E T U N J I , D AV I D L E M O S , M I TC H E L L W E I S S

COMPETITOR ANALYSIS (THE TELEGRAPH, 2013B)

Which is best? John Lewis or Marks and Spencer?

John LewisMarks and SpencerNeither

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A R E V I E W A N D A N A LY S I S O F J O H N L E W I S - O LU F E M I C O K E R , I F E D AYO A D E T U N J I , D AV I D L E M O S , M I TC H E L L W E I S S

EVALUATION

Recommendations and Conclusions:

John Lewis far superior than Marks & Spencer

Online Mannequins

• Online Gaming – Dress-ups for children dressing parents

• Keeps children occupied with parents while suggesting outfits

Potential aim at males – potential market for single male parents

• Benchmark with Top man, H&M

Experimentation preview of dress before purchasing - Google

Stay aware of external environment – competitors can arise such as Primark, Tesco, Morrison's, Google

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A R E V I E W A N D A N A LY S I S O F J O H N L E W I S - O LU F E M I C O K E R , I F E D AYO A D E T U N J I , D AV I D L E M O S , M I TC H E L L W E I S S

REFERENCES1. Armistead, C., 2006. Introducing the Business School, Bournemouth: Bournemouth

University.

2. Econsultancy. (2013). How John Lewis uses Pinterest, Facebook, Twitter and Google+. [Online] Available at http://econsultancy.com/uk/blog/62119-how-john-lewis-uses-pinterest-facebook-twitter-and-google [Accessed 21st November 2013]

3. John Lewis. (2013). More About Us. [Online] Available at http://www.johnlewis.com/customer-services/information-about-john-lewis [Accessed 19th November 2013]

4. Mail Online, (2010). M&S or John Lewis... which is Britain's best loved store?. [Online] Available at http://www.dailymail.co.uk/femail/article-1241205/Marks--Spencer-John-Lewis--Britains-best-loved-store.html [Accessed 21st November 2013]

5. Marketing Week. (2011). John Lewis boost stores with digital strategy. [Online] Available at http://www.marketingweek.co.uk/sectors/retail/john-lewis-boosts-stores-with-digital-strategy/3031198.article [Accessed 19th November 2013]

6. Telegraph. (2013a). Click and Collect – the new way to go shopping. [Online] Available at http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9785532/Click-and-collect-the-new-way-to-go-shopping.html [Accessed 21st November 2013]

7. Telegraph. (2013b). Which is best… John Lewis or Marks and Spencer? [Online] Available at http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10309202/Which-is-best...-John-Lewis-or-Marks-and-Spencer.html#disqus_thread [Accessed 21st November 2013]

8. The Marketing Society. (2012). 2012 winner: John Lewis, E-Commerce - Case Study. [online] available at https://www.marketingsociety.co.uk/the-library/2012-winner-john-lewis-e-commerce-case-study [Accessed 19th November 2013]

9. This is Money. (2013). John Lewis set to grab retail throne from M&S: £4.2bn sales put it on course to be Britain's favourite store. [Online] Available at http://www.thisismoney.co.uk/money/markets/article-2414960/John-Lewis-set-grab-retail-throne-M-S--4-2bn-sales-course-Britains-favourite-store.html [Accessed 21st November 2013]

10. Twitter. (2013). Targeting. [Online] Available at https://business.twitter.com/targeting [Accessed 19th November 2013]

11. YouTube. (2013). Video Ads move people to choose you. [Online] Available at http://www.youtube.com/yt/advertise/why-it-works.html [Accessed 19th November 2013]

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