talking shop ‘We’re reinventing the department
store of the future’ John Lewis and Waitrose are ‘embracing changes in the way the nation shops’ with the launch of an experimental concept shop
J
ohn Lewis & Partners and Waitrose & Partners unveiled a ‘customer-centric concept shop’ at its Southampton
location on November 19, where a combination of services and experiences led by staff take centre stage on every floor. If these ‘experience playgrounds’ are successful, they could be rolled out across the country. The retailers, which are owned and operated
by John Lewis Partnership, have pulled together a team of in-store experts including interior designers, chefs, wine connoisseurs, gardeners, gadget specialists, personal stylists and make- up artists. Peter Cross, customer experience director at John Lewis & Partners, commented: “Our goal is to offer customers unrivalled access to expertise and impartial advice in as many areas of their lives as we possibly can - in a way that is uplifting and inspiring. “We know that shopping for a new gadget or beauty product can be a daunting experience, with so much choice on offer. We want to help navigate customers through that.
“Our new concept shop is an example of how
we’re reinventing the department store of the future to make us stand out from the competition.” The range of free and paid-for events includes: The World of Design: Stylists in this brand new design hub will offer free 15 minute drop-in appointments to help customers design an instant home makeover. There are inspiring room sets so customers can visualise how furniture can be styled with lamps, rugs and bookshelves to create a new room. Customers
December 2019 The Farm Shop & Roof Garden: The store’s
rooftop garden has been filled with planted apple trees, providing a taste of rural living in the heart of the city. It sits alongside the Leckford farm shop and café, and a curated assortment of lifestyle products and fresh produce. The Leckford Estate in Hampshire is 25 miles from the Southampton shop and is billed as the only farm owned by a UK food retailer. It has a professional in-house
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can create a bespoke magnetic moodboard with samples of carpets, wallpaper and fabric, to make it easier to remodel their homes. The stylists can also visit customers at home to help them completely remodel their kitchens or living spaces. The Waitrose Cookery School: Waitrose &
Partners’ Cookery School chefs will encourage customers to get creative with courses ranging from pan-Asian cooking to learning classic techniques including pasta and bread-making. Drinks specialists will also be on hand to provide expertise at in-store events or help host wine, gin or whisky tastings from the comfort of customers’ homes.
horticultural team as part of its specialist plant nursery. Talks will also be held in-store on subjects ranging from how to create a terrarium to wreath-making. The Download: Staff will aim to help demystify technology for customers in a new gadget hub called The Download. Shoppers can ask how to set up their new devices, and get the best use out of them. They can also bring their purchases back into the shop for technical help. Customers will be encouraged to ‘play’ with the latest phones, music equipment and tablets. The staff will also hold regular tech talks on subjects such as how to take the best selfie or family snapshot using a smartphone. The Style Studio: Personal stylists will find outfits for a party, a holiday or everyday workwear - or a complete wardrobe overhaul. Walk-in wardrobes have replaced conventional fitting rooms and men’s and women’s style studios offer customers a place to book free style appointments, peruse rails of clothes picked out just for them, read the latest fashion magazines or sit on sofas and listen to music while they enjoy a glass of wine or a beer. In addition, men who don’t want a formal styling session can do a free ‘walk and talk’ style session on the shop floor. The Beauty Society: Staff will help with personal consultations and make-up talks at The Beauty Society in the revamped shop. They will work at new demonstration tables where customers are encouraged to ‘stay and play’ with cosmetics across all brands. The experts will be impartial and can recommend the right look for customers using a range of different cosmetic brands stocked in the shop.
Customers are invited to book time with staff via the Southampton Experience Desk. Gift experience packages are also available to purchase. Custoers can also view and book the full programme of payable events at
experiences.johnlewis.com.
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