So what will a successful multichannel offer look like this year? For store retailers especially, click-and-collect remains the most important aspect. “It’s quite luxurious to think people will be able to wait at home for a delivery,” says Smith. “We have astonishing numbers for the growth of our click-and-collect services. The percentageof sales is growing exponentially.”
Click-and-collect services will continue to develop – Lewis says John Lewis’ partnership with Waitrose will expand as more Waitrose stores are encompassed into the network, enabling shoppers to pick up John Lewis products from the stores. “Our click-and-collect service is growing tremendously quickly,” he says.
He adds the retailer is investing in a variety of services this year. The website has been tweaked to make the click-and-collect experience easier, it has invested in stores, and is joining the CollectPlus network, which allows shoppers to pick up and return parcels at local newsagents.
Lewis says mobile should be the other priority. “The key thing this Christmas is we believe mobile shopping will cut through into the mainstream. We have rebuilt the mobile shopping experience and relaunched the mobile app.”