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John Lewis launches interactive virtual Christmas shop

Tom Shearsmith
25 September 2020

John Lewis has launched a 3D tour of its newly opened London Oxford Street Christmas Shop, which customers can digitally walk through and shop online.

Using footage captured from within the Oxford Street shop, customers can use their computer, smartphone or tablet to click through the virtual shop and see this year’s Christmas themes brought to life, clicking on tagged products to find out more.

Looking to indulge in a little festive joy as respite, John Lewis customers are shopping for Christmas earlier than ever before, with Christmas sales reportedly +112% at this period compared to 2019.

John Lewis Oxford Street 3D

Sales of Christmas trees and decorations are up +232% and +156% respectively in comparison to last year. The flagship shop boasts its largest ever Christmas Tree forest, showcasing seven new festive trends and room sets as well as a one stop gift emporium.

Dan Cooper, Partner and Head of Christmas at John Lewis & Partners, said: "We know that Christmas might look a little different to our customers this year, with smaller celebrations at home and video calls to loved ones. But we also know that many are looking forward to the small joys that the festive season brings: from decorated fireplaces to wreaths on doors.

"Our customers are planning earlier than ever to revel in the festivities and likely spread out the tasks to avoid any last minute rushes. This year we have created a Christmas shop that will of course delight and inspire our customers but we have also focused on making it a simple journey that means they can tick off their list happily and safely."

The retailer launched its online Christmas shop earlier than ever this year for eager customers after searches on the website soared.

Technology has been at the forefront of John Lewis' 2020 plans, with the company launching a new virtual queuing system for busy stores and its first ever virtual beauty tech department.

The company has reported trading has continued to recover since reopening stores but said that current sales remain around 15% lower than pre-COVID levels.

Last Christmas, shoppers cut down on both how much they bought and the amount they spent at the end of last year, figures showed. recently detailed the last six months for John Lewis, looking at what could be next for the British high street stalwart.

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