Oct 18, 2018

John Lewis trials £10,000 experience to lure in shoppers

John Lewis is trying to tempt shoppers to its new Cheltenham store by offering them a chance to have the shop to themselves if they spend £10,000. Retailers are having to go to more effort to attract shoppers who are choosing to buy online rather than in store. John Lewis' new Cheltenham store is hoping to win over customers with extensive personal shopping services, which allow the customer to sit back with a glass of sparkling wine while staff locate the items on their shopping list. "You need to give shoppers a reason to ditch their screens and come into the store," she told the BBC. "Just recognising the idea of retail as a service - democratising personal shopping - is key." John Lewis' attempts to engage customers against a difficult backdrop did appear to be working, GlobalData retail analyst Maureen Hinton told the BBC. "The personal services they've introduced so far have been very successful, but they're only in a few stores," she said, citing the Westfield London store which saw 20% of sales coming from six personal stylists.

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