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John Lewis rolls out Qubist app so all “partners” can take part in its social marketing

Tom Bottomley
04 February 2019

John Lewis & Partners has signed with employee advocate app, Qubist, to build a stronger connection with its customers across digital and in store through its “partners” (employees). It is set to launch across all 51 John Lewis stores.

It follows a successful trial across eight stores last Christmas, allowing staff to start sharing its Christmas advert across social media two hours before John Lewis’ official channels, using the hashtag #WeArePartners. That helped its “The Boy and the Piano” advert, featuring Elton John, go viral.

John Lewis social marketing senior manager, Eva Bojtos, said: “The passion and knowledge of our partners is very powerful and inspiring. Giving them a way in which to connect personally with customers online provides a deeper more meaningful relationship. We have seen a direct correlation between the activity on the Qubist app and appointments in-store, such as with our personal stylists.”

Qubist’s app enables companies such as John Lewis & Partners to enhance their marketing activities and performance through employee-driven social marketing with a personal, human touch. According to the Qubist website, the app gives employees "the knowledge, content and tools to become confident and expert ambassadors of their brand on social media," providing them with customisable content suggestions. Staff are rewarded with in app points and badges, while John Lewis is able to track its staff’s engagement via the Qubist system.

According to research carried out by MSL Group, a strategic comms PR agency, brand messages shared by employees on social media earn 561% more reach than the same messages shared by the brand’s social media channels — and eight times more engagement.

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