John Lewis steps up personalisation strategy

John Lewis is extending its customer personalisation experiences on its website through a partnership with marketing platform, Monetate.

The UK department store chain John Lewis will tap into multiple data sources made available by the tech company to personalise experiences, based on geolocation, website interaction and previous purchase behaviour.

Jon Carthew, senior online insight manager at John Lewis, said: "Customer service and satisfaction is a key cornerstone of our proposition across all channels. 

"With continued growth in eCommerce and increasing numbers of consumers looking to shop online, we aim to use the Monetate platform to optimise the customer journey through"

John Lewis revealed its Christmas trading figures last week, with the week commencing 19 December 2016 – which included two extra days of sales as the comparative week in 2015 included Christmas Day and Boxing Day – seeing sales of £175.6 million or a 36% increase year on year.

The following week, which included Christmas Day and Boxing Day this year, and last year included New Year's Day when most of the retailer's shops were not open, saw trade fall 9.4% year on year, totalling £138.5 million. 

Maggie Porteous, director for shop trade at John Lewis, commented: "Desire to make Christmas dinner tables and homes look great for friends and family drove last minute online shopping purchases on

"Eight of the top ten selling items online before Christmas were household items and included sets of china, white plates and cereal bowls. Click & collect orders were busy right up to the last collection day on Christmas Eve, and orders for that week were up 15.9% year on year. "

She added: "The busiest shopping hour online was between 6pm and 7pm on Christmas Eve, soon after clearance began, and on Christmas Day the peak hour for placing orders was between 9pm and 10pm. Online Clearance best-sellers included Mulberry handbags, Dyson vacuum cleaners and Samsung televisions, along with beauty gift sets. The busiest day in our shops was 27 December as customers sought bargains after our shops opened again for clearance."