John Lewis increases digital spend by 25%

In partnership with media agency Manning Gottlieb OMD, John Lewis aims to gain momentum, and wants to evolve its digital strategy to add value to the customer experience.

According to reports, John Lewis aims to remove channel conflict from the customer journey, whereby sales through newer marketing channels grow at the expense of those from more traditional outlets. Around 30% of John Lewis sales are online with many lines over 50%, according to the business, while half of online sales are click and collect.

Speaking at the IAB Engage conference yesterday, the company’s head of online marketing Lloyd Page said that the “digital revolution has changed shopping behavior” and that mobile and tablet are now significantly bigger channels than desktop. The retailer has tilted its media spend accordingly and revealed a 594% year-on-year jump in smartphone marketing, 393% on tablet and 25% on display.

Earlier this week, the company revealed findings from a report that found its customers are increasingly embracing technology. At least half of purchases have an online aspect, with nearly a quarter (23%) of customers choosing to research online before purchasing in store.