A Group Presentation

2. INTRODUCTION
•
The aim of this project is to investigate John Lewis e-business strategy
and examine the impact of John Lewis strategy on the business.
•
Electronic business (E-business) is the application of ICT in support of
all activities of a business. More specifically, this project will be
investigating the impacts of the application of ICT into the business and
how it has improved John Lewis business operations.
•
This will include their e-marketing and e-commerce strategy with
recommendations at the end of the presentation
•
Slides will include phrases of information and students will explain it
from research and understanding
•
References are at the end of this presentation
A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI
COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL
WEISS
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3. INTRODUCTION (JOHN LEWIS, 2013)
•
John Lewis is currently one of the UK’s top ten retailers with 39 John
Lewis shops, 298 Waitrose supermarkets, an online and catalogue
business, a direct services company, one production unit and a farm
•
Despite being the UK’s favourite department store, John Lewis knew
that there was significant potential to increase their online annual sales
and they realised that having a multi-channel customer was worth more
on average 3.3 times more than a shop-only customer shopping on
average 6 times a year (The Marketing Society, 2012)
A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI
COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL
WEISS
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4. RESEARCH AND INVESTIGATION INTO JOHN
LEWIS’ E-BUSINESS STRATEGY (THE
MARKETING SOCIETY, 2012)
 E-Commerce Growth (John Lewis realised people interacting with
brands more with multi-channel customers will see an increase in
sales)
•
Refocused it’s whole strategy on E-Commerce – the following 3 slides
explain what’s being invested and focused on
 Never Knowingly Undersold – Unique JL slogan
•
Giving customers a refund if their shopping would’ve been cheaper
elsewhere (Sainsbury’s, Tesco’s, Morrison’s, Asda)
•
Immediate effects of this new policy were shown in sales and market
share as goods went from challenging year on year - significant double
digit growth
A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI
COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL
WEISS
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5. A REVIEW OF JOHN LEWIS’ E-MARKETING & ECOMMERCE STRATEGY (THE MARKETING
SOCIETY, 2012)
E-Marketing – “E-marketing is the use of information technology in the
processes of creating, communicating, and delivering value to the
customers, and for managing relationships in ways that benefit the
organization and its stakeholders. (Armistead, 2006)
E-Commerce – Electronically Mediated Information exchange between an
organization and it’s stakeholders
A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI
COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL
WEISS
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6. A REVIEW OF JOHN LEWIS’ E-MARKETING & ECOMMERCE STRATEGY (THE MARKETING
SOCIETY, 2012)
John Lewis’ Strategies were focused on (expanding customer base):
 Fashion – Guest editors commissioned to establish catwalk previews,
“Get the Look” guides, new online marketing programmes were
developed including contextually linked advertising, UK’s first geoclimatic banners for JL fashion
 2010/2011 Fashion accounted for 25% of johnlewis.com sales
 Fashion also accounted for more than 25 per cent of the total online
profit in 2010/2011The Launch of

Facebook – Talking about page, sharing links, news, updates, vouchers,
product info

Twitter – Direct target tweets, hashtags, interaction with
customers(Twitter, 2013)(Econsultancy, 2013)

YouTube – Partners, Sharing, Directed ad to target market, available on
multiple multimedia devices (Phone, Tablet, Desktop)(YouTube, 2013)
A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI
COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL
WEISS
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7. A REVIEW OF JOHN LEWIS’ E-MARKETING & ECOMMERCE STRATEGY (THE MARKETING
SOCIETY, 2012)
John Lewis’ Strategies were focused on (expanding customer base):
 Click & Collect – customers order online, pick up later, also other
destinations (Telegraph, 2013a)
 Window Shopping – Turning Windows into a direct selling tool
 iPhone App - up to date with latest info for JL , also can
purchase[Apple App Store]
 Free WiFi – quicker speeds with JL website at JL store (Marketing Week,
20121
 Bringing Partners and E-Commerce together - PACT
 Technology in the brochures and the Christmas Ads
A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI
COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL
WEISS
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8. COMPETITOR ANALYSIS (MARKS AND
SPENCER, 2013)
Marks and Spencer
Multi-channel retailer
Similar target market – C1
Looking to both expand to a younger audience
John Lewis set to steal the crown from M&S - £4.2bn in sales
Continuous Revenue in sales will make John Lewis be Britain’s favourite
store (This is Money, 2013)
A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI
COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL
WEISS
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9. COMPETITOR ANALYSIS (MAIL ONLINE, 2010)
•
Mail Online compared the two companies John Lewis and Marks and
Spencer of which is loved more
Compa
ny
Layou Fashio
t
n
Home
ware
Food
Custom
er
Service
Conclusio
n
John
Lewis
4/5
5/5
5/5
4.5/5
5/5
23.5/5
M&S
2/5
4/5
2/5
4/5
3/5
15/25
A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI
COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL
WEISS
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10. COMPETITOR ANALYSIS (THE TELEGRAPH,
2013B)
Which is best? John Lewis or Marks and
Spencer?
John Lewis
Marks and Spencer
Neither
A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI
COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL
WEISS
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11. EVALUATION
 Recommendations and Conclusions:
 John Lewis far superior than Marks & Spencer
 Online Mannequins
•
Online Gaming – Dress-ups for children dressing parents
•
Keeps children occupied with parents while suggesting outfits
 Potential aim at males – potential market for single male parents
•
Benchmark with Top man, H&M
 Experimentation preview of dress before purchasing - Google
 Stay aware of external environment – competitors can arise such as
Primark, Tesco, Morrison's, Google
A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI
COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL
WEISS
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12. REFERENCES
1.
Armistead, C., 2006. Introducing the Business School, Bournemouth: Bournemouth University.
2.
Econsultancy. (2013). How John Lewis uses Pinterest, Facebook, Twitter and Google+. [Online] Available
at http://econsultancy.com/uk/blog/62119-how-john-lewis-uses-pinterest-facebook-twitter-and-google
[Accessed 21st November 2013]
3.
John Lewis. (2013). More About Us. [Online] Available at http://www.johnlewis.com/customerservices/information-about-john-lewis [Accessed 19th November 2013]
4.
Mail Online, (2010). M&S or John Lewis... which is Britain's best loved store?. [Online] Available at
http://www.dailymail.co.uk/femail/article-1241205/Marks--Spencer-John-Lewis--Britains-best-lovedstore.html [Accessed 21st November 2013]
5.
Marketing Week. (2011). John Lewis boost stores with digital strategy. [Online] Available at
http://www.marketingweek.co.uk/sectors/retail/john-lewis-boosts-stores-with-digitalstrategy/3031198.article [Accessed 19th November 2013]
6.
Telegraph. (2013a). Click and Collect – the new way to go shopping. [Online] Available at
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9785532/Click-and-collect-the-newway-to-go-shopping.html [Accessed 21st November 2013]
7.
Telegraph. (2013b). Which is best… John Lewis or Marks and Spencer? [Online] Available at
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10309202/Which-is-best...-JohnLewis-or-Marks-and-Spencer.html#disqus_thread [Accessed 21st November 2013]
8.
The Marketing Society. (2012). 2012 winner: John Lewis, E-Commerce - Case Study. [online] available at
https://www.marketingsociety.co.uk/the-library/2012-winner-john-lewis-e-commerce-case-study
[Accessed 19th November 2013]
9.
This is Money. (2013). John Lewis set to grab retail throne from M&S: £4.2bn sales put it on course to be
Britain's favourite store. [Online] Available at http://www.thisismoney.co.uk/money/markets/article2414960/John-Lewis-set-grab-retail-throne-M-S--4-2bn-sales-course-Britains-favourite-store.html
[Accessed 21st November 2013]
10.
Twitter. (2013). Targeting. [Online] Available at https://business.twitter.com/targeting [Accessed 19th
November 2013]
11.
YouTube. (2013). Video Ads move people to choose you. [Online] Available at
http://www.youtube.com/yt/advertise/why-it-works.html [Accessed I19th NovemberL E W I S - O L U F E M I
A R E V I E W A N D A N A L Y S S O F J O H N 2013]
COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL
WEISS
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