John Lewis unveils virtual shop

Department store John Lewis has launched its first 24-hour virtual shop in the window

of a Waitrose’s store in Brighton. The innovative window display is an extension of the retailers ‘click and collect’ offering, which has rolled out to 94 Waitrose branches.

Customers can access the virtual shop and buy the John Lewis products displayed in the Waitrose window by scanning the QR codes on the pictures. This then links through to the JohnLewis.com mobile site for purchase. When ordered before 7pm, customers can collect in-store from 2pm the following day.

Products available to buy from the window include items from the retailer's 'top 30 favourite things for Christmas' such as the Lego Sort and Store head and Hunter wellies.

John Lewis Marketing Director Craig Inglis said: “The roll-out of our Click and Collect service to Waitrose shops is proving incredibly popular. This new 24 hour virtual shop in the heart of Brighton takes that convenience to another level.”

The trial window display runs from until the end of December.