Sep 21, 2018 | By Isabelle Coates
Sep 29, 2017
According to WGSN Barometer, John Lewis buzz rating among womenswear shoppers could set the high street on a positive path in the latter half of 2017.
Historically one of the nation’s most well-loved department stores and a stalwart on the British high street, John Lewis was hit by a 53.4% profit slump as it released interim results for H1 2017 last week. However, the health of John Lewis’s fashion offering painted a different story up 3.5%, with standout performances in womenswear and beauty increasing 5.8% and 10.0% respectively.
So what can John Lewis do to build on this success? Survey results from WGSN Barometer reveal developing the brand’s customer buzz and affinity ratings among womenswear shoppers could set John Lewis on a positive path in the latter half of 2017.
Over the last six months John Lewis has achieved a low positive buzz score in comparison to other womenswear players. Perhaps more surprising was the low affinity score, which, at just 33%, lagged behind department store rivals and online pure-play retailers.
According to WGSN Barometer experts, John Lewis should leverage their new merchandising strategy to strengthen the brand’s affinity and buzz scores in the long run.
Francesca Muston, Head of Retail & Product Analysis at WGSN says: “As shown in the financial report, the moves John Lewis has made to offer a more distinct brand selection for womenswear are already beginning to take effect. The ‘Only Here’ John Lewis exclusives and strong handwriting of the house brands should begin to really push their brand affinity and buzz up over time.”
When it comes to keeping its customers happy, John Lewis clearly does a fantastic job: satisfaction of both online and in-store achieves the highest scores compared to high street competitors, with the brand also outperforming the entire sector on Net Promoter Score.
“The lifestyle merchandising offers a compelling in-store experience which is clearly resonating with John Lewis’s existing customers. The challenge in the coming months will be to maintain that loyal audience while continuing to pursue new customers.”
WGSN Barometer is used to track public perception of retailers. It interviews 350 consumers every day, yielding over 120,000 interviews a year, composed of over 100 questions such as:
Affinity: How would you describe your opinion of the following retailers?
In-store conversion: Which of the following retailers have you visited in-store in the last month? From which of the following retailers have you bought from in-store in the last month?
Online conversion: Which of the following retailers have you visited online in the last month? From which of the following retailers have you bought from in-store in the last month?
Original article by Retail Week.
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