Follow us

Menu
PARTNER WITH USFREE NEWSLETTER
VISIT TheIndustry.beauty

John Lewis unveils new "concierge style" shopping experience

Lauretta Roberts
20 October 2017

John Lewis has unveiled details of a new "concierge style" shopping experience which the retailer will trial at its new service-led shop in Oxford which opens next Tuesday. The initiative forms part of John Lewis's plans to "reinvent the department store".

Around one fifth of the floor space of the new Oxford Store will be dedicated to 21 services and experiences including brand new services such as a free personal styling service for men, free technology training workshops to help customers get the most out of their purchases and learn about the very latest technology, as well as John Lewis's first express Nail and Brow bar.

At the centre of the three-floor, 120,000 sq ft store will be an Experience Desk managed by John Lewis's first ever Brand Experience Manager where customers will be offered a "concierge style" service to help them plan their day. Staff at the Desk will advise customers on store offers, book them into events (such as a pop-up barbers shop or a make-up masterclass), help them choose the best team for their styling or home design appointment, or book them a table at the Scandinavian rooftop restaurant KuPP.

Customers will also be able to buy one of five newly created Gift Experience packages including a Beauty Experience or they will be able to create a bespoke experience with assistance from a team member. And, for the first time, the retailer will offer new "hotel style" tours to show customers around the new shop.

"As part of our plans to differentiate the John Lewis brand and to reinvent the department store for the 21st century, our shops continue to be a place where customers come and experience our brand - the physical manifestation of what we stand for," said John Lewis managing director Paula Nickolds.

The 322 staff recruited to work at the new shop have been given bespoke 'theatre training' by The Oxford Playhouse to teach them the art of outstanding service. They have been taught voice and body language skills used by actors to "help them confidently deliver great customer service in their own authentic way". They will also trial a new uniform, created by John Lewis' in-house fashion team.

John Lewis has invested approximately £18m in building the 120,000 sq ft shop which is the anchor tenant at the new Westgate development, which also opens on Tuesday 24 October.

Free NewsletterVISIT TheIndustry.beauty
cross