John Lewis to elevate customer service at Oxford Westgate

John Lewis is looking to reshape the retail experience with the opening of its newest flagship store in Westgate Oxford. The British department store is set to launch a new ‘concierge style’ shopping experience in its three-floor, 120,000 square foot store, which is solely dedicated to customers services as Jonh Lewis.

Within its new Oxford shop, one-fifth of the total floor space is set to be dedicated to customer enhancing services and experiences. John Lewis will offer 21 different services in its new store, ranging from travel advice to eye tests, bra fitting and children’s car seat fittings. New additions to John Lewis complimentary services include personal styling service for men (and women), free technology training workshops as well as John Lewis's first express Nail and Brow bar.

John Lewis to offer customers new 'concierge style' shopping experience

“As part of our plans to differentiate the John Lewis brand and to reinvent the department store for the 21st century, our shops continue to be a place where customers come and experience our brand - the physical manifestation of what we stand for,” said Paula Nickolds, Managing Director at John Lewis in a statement. “More than a route to selling things, our Oxford shop is a place that aims to inspire and delight our customers and is entirely focused on customer experience with Partners and finishing details at the heart of that.”

A customer Experience Desk overseen by John Lewis’s debut Brand Experience Manager is located in the heart of the store. At the Desk, customers can seek ‘concierge style’ service to help them plan their day out at John Lewis. Service Partners at the Desk are able to inform customers of everything that the store offers, book them into exclusive events happening that day, such as a pop-up barbers shop, or a make-up masterclass, help them select the best Partner for their styling or home design appointment, or book them a table at the rooftop restaurant KuPP. In addition, customers will be able to purchase one of the five newly created Gift Experience packages, which include a Beauty Experience or a bespoke Experience at the Desk.

The new store will also be trialling new 'hotel style' tours, where customers are shown around the new store by a Service Partner. 322 Service Partners have been recruited to work at John Lewis new store and have been bespoke 'theatre training' by The Oxford Playhouse to learn the art of outstanding service. The Service Partners have been taught voice and body language skills used by actors in order to act confidently and deliver great customer service in their own authentic way.

John Lewis to launch new, personalised customer services at Oxford branch

John Lewis new Service Partners will also be trialling the department store’s new uniform, created by its in-house fashion team, who have selected key items from John Lewis's own brand range Kin. The uniform is set to be updated each season and has been selected to ensure Service Partners stand out while showcasing John Lewis own in-house fashion brand.

“I was thrilled to be asked to run John Lewis's 49th shop and help shape the future of this and other shops,” said Julie Blake, Head of Branch John Lewis Oxford, who has been a John Lewis Partner for 33 years. “My team and I cannot wait to welcome customers into the shop and tell them about all it has to offer; from pampering to fashion advice, dinner at our fantastic new rooftop Scandinavian restaurant, and workshops on and demonstrations on the very latest tech products.”

John Lewis has invested approximately 18 million pounds in its new store in Oxford’s Westgate, which is the anchor tenant in the new shopping and leisure development set to open its doors to the public on Tuesday 24 October.

Photos: CGI of Westgate Oxford, courtesy of Westgate Oxford