John Lewis is the largest department store in London, UK, with branches in the Oxford Street business district and shopping malls. John Lewis has a history of 150 years since it opened its first store on Oxford Street in London in 1864.
John Lewis mainly deals in fashion, cosmetics, children's clothing and furniture. Currently, John Lewis has 25 branches from northeast Scotland to southwest England, with 40,000 permanent employees, selling 500,000 kinds of goods, and annual sales of nearly 4 billion pounds (about 6 billion US dollars).
John Lewis's development history:
Since 2007, John Lewis has produced a Christmas advert every year, which is broadcast in major media across the UK during the Christmas season. Due to its unique creativity, heartwarming plot, excellent production standards, and top-notch music accompaniment and performance, John Lewis' Christmas advertisement has become something that many British people look forward to every Christmas.
In 2008, John Lewis obtained a royal supply warrant, which means that the British royal family will also buy the goods in their store.
At the end of 2011, John Lewis began to provide consumers with internet access services in its stores.
Many of John Lewis's consumer-friendly measures are derived from the collection and analysis of customer purchase data, from which changes in customer purchasing patterns and trends are summarized and explored. Since 2013, John Lewis has not only used this data itself, but also produced a consumer insight report titled "How we shop, live and look", which is released to the public once a year.
In 2014, John Lewis was named the UK's best mobile retailer by digital marketing company EPiServer.
In August 2014, John Lewis cancelled this benefit available to everyone on the grounds that the Christmas season was approaching and to avoid overcrowding in the store, and instead distributed it based on an assessment of the customer's consumption frequency, amount, preferences, etc.
In January 2015, "My Waitrose" cardholders who previously enjoyed free coffee were also subject to restrictions: if they wanted to enjoy free coffee in the in-store cafe, they needed to first purchase a sandwich or cake or other food; this restriction did not apply to purchases at self-service coffee machines.
Take the 2015 "Man on the moon" "John Lewis Christmas advert" as an example. This advert cost 1 million pounds (about 9.7 million yuan) to produce. Its topic marketing plus the diffusion power of the Internet have already exceeded the revenue of the advert itself.
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