John Lewis' new multi channel ways

Leading high street department store, John Lewis, is currently making a big push to integrate multi channel shopping methods into their store service. Over the next 12 months, the retailer will start a roll out of bespoke like stores to mix in

localised products and to support multi channel operations, whilst they will also introduce virtual style mirrors into their main line fitting rooms to provide a quicker and more interactive customer service.

Andy Street, Managing Director of John Lewis, said: “There is a huge potential, and a clear demand from customers, for John Lewis to expand into more key locations in the UK.

“This new flexible approach to the size of our shops allows us to forge ahead with our growth plans to introduce John Lewis branches and our full-line assortment to cities and towns where we have long wanted to have a presence.” He continued, ‘The introduction of new, flexible format branches is in addition to our at home format and we aspire to have ten of these open by the end of 2012. He continued, “John Lewis is committed to continuing to invest in ‘bricks and mortar’, particularly as we know that new shops stimulate our brand presence and online sales in areas where we trade.”

Whilst supporting ‘bricks and mortar’ trade, the retailer is, however, continuously looking at ways to make the consumer experience more interactive.

So, starting at the Exeter City Centre store, John Lewis shoppers will now be able to ‘try on’ multiple fashion lines using a virtual mirrors system; whereby the mirror superimposes clothing products and accessories onto their reflection. The virtual mirror is expected to use sensors to gauge the measurements of a customer and provide a search option capability that allows them to mix and match outfits.

Director of Customer Experience at Cisco Internet Business Solutions Group(the tech company behind the equipment) Clive Grinyer, explains the system will provide new opportunities for cross sell and that “The technology takes the drudgery out of searching for items and exposes people to a wider range of clothing,” he continued, “It will be more efficient and provide the retailer with the chance to cross-sell brands and accessories, while at the same time improving levels of service.’

The new computerised means of shopping aren’t meant to replace more traditional changing room methods, but are due to work in tandem.

“It will be very complimentary to John Lewis’ current set-up, sitting between traditional changing facilities and the company’s fashion adviser service. The quality and speed is refreshing and customers will be able to enjoy being able to see what looks good on them,” Grinyer argues.

Other fashion retailers are likely to follow – word is already out that New Look is too in talks with Cisco.