One of the greatest retail success stories in the world, that has prospered for over a century, is now facing down new retail giants. Very soon, online shopping portals Amazon, Alibaba and eBay will command 40% of global e-commerce.
Like every retail operation, the John Lewis Partnership is assessing how much emphasis to put behind traditional channels (stores) and online. Marketing Director Becky Brock believes that it is human interactions, not just a focus on digital, that will help her brand to stand out. She told last week’s UK Festival of Marketing that John Lewis faced “irrelevancy” if it failed to live up to customer expectations.
While John Lewis is upping its e-commerce game and offering customers more digital personalisation, this will “count for nothing” if the retailer doesn’t still offer great human experiences. That of course has always been the foundation of the John Lewis brand – one of the first businesses to turn all its employees into shareholders. Since then, their staff, or ‘Partners’, have always delivered careful service and impartial advice to customers.
Here in East Africa, any retail growth we have seen has been driven by attempts to scale-up physical presence. E-commerce is relatively new; but may have high potential among our young early-adopting consumers. But the hard truth, witnessed both by highly public retail failures and by behind-boardroom-doors disappointment, is that we have not yet mastered retail on a large scale. Continue reading