Following its push to get consumers back in store over the Christmas period, John Lewis found that the Christmas Emporiums boosted customer satisfaction by 10% – and that a high proportion of those who were aware of the emporiums visited them. However, Pointon acknowledged that “awareness was a challenge” – something that could lead John Lewis to double down on driving awareness of its Emporiums and Christmas displays in 2022.
1. “Be very clear on your customer vision…”
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Pointon also offered some advice to retailers looking to bring digital and physical retail together to create new shopping experiences. First, she said, “Be very clear on your customer vision and who your customer is. What do they need? What do they want and expect?”
2. “Be clear about your brand”
Pointon advised retailers – “be clear about your brand” and how that will translate into the experience. John Lewis wanted to be “the home for Christmas”, and so all of its retail experiences were built around that core idea.
3. “Be ruthless on what you measure”
Her third piece of advice to retailers was to “be ruthless on what you measure”. “Technology people love to build stuff,” she remarked – but it’s crucial to not only build things, but also to evaluate what works, what doesn’t work, and how you can scale. She cautioned retailers not to get too hung up on testing different ideas without ever scaling them and putting them into practice more fully. While she acknowledged that “you’ve got to have that experimentation”, she also encouraged retailers to think about “how quickly can you scale, and across which categories?”