Thanks to the retailer’s omnichannel Christmas strategy, including a new iPad app, early festive trading looks very positive. WGSN Global News Editor Nigel Taylor reports
Weekly sales of £110m ensured department store John Lewis’ peak festive trading “is now well under way”, up 1.5% year-on-year in the seven days to November 14. Trading was also up 15.8% on the previous week, the retailer noted.
“There are clear signs that this will be a truly omnichannel Christmas, with two thirds of our customers now visiting both a shop and johnlewis.com to make a purchase,” said commercial director Paula Nickolds.
The process was made easier by this week’s launch of our new iPad app with the ‘Find Similar’ feature, which quickly locates fashion products with similar colours, shapes and patterns on our website, she noted.
Nickolds also said the retailer’s ‘The Man on The Moon’ Christmas ad continues to attract attention. “With 22m views in the first week, it’s proving even more popular than ‘Monty the Penguin’, our 2014 Christmas campaign,” she said.
Overall, Fashion was up 0.8% as mild weather continued to soften sales of cold weather lines and outerwear. However, the retailer said men are investing in knitwear while its ‘Never Knowingly Undersold’ promise drove sales of Womenswear, Shoes and Menswear.
Home sales increased 2.8% as customers “prepared their houses to receive guests”. Carpets were up 14.9%, blinds up 22.3% and curtains up 10.2%. It was also a “record week for lighting”, up 39%.
EHT (electricals) also “performed well”, up 1.6%, benefiting from the launch of both the Microsoft Surface Pro 4 and iPad Pro, it added.
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