Department store group John Lewis launched its e-commerce
operations this week and promised to plough £30m into the Web site
over the next four years in a bid to become the leading direct
selling retailer in the UK.
The move into e-commerce - marked by the launch of a revamped
www.johnlewis.com Web site - follows the company's acquisition of
the UK operational arm of US Internet retailer Buy.com in February.
The John Lewis Direct service, which will initially stock more than
5,000 lines focused on homeware and gifts, is based on Buy.com's
technology and customer service platform.
Murray Hennessy, managing director of John Lewis Direct, said one
of the main aims of moving into e-commerce was to extend the reach
of the store.
"John Lewis is a strong brand name, but in terms of distribution
there are only 26 outlets," he said. "Our research has shown that
the average John Lewis customer is two to three times more likely
to be online than the average UK consumer."
John Lewis has signed up digital fulfilment provider iForce to
handle warehousing, picking, gift wrapping, packing, distribution
and returns management. Customer management company ClientLogic
will handle customer service by phone, e-mail and fax from its
Exeter call centre.
Hennessy said the direct selling arm will soon be expanded to
include catalogue ordering, as well as other categories of
goods.
Although some high street retailers have pulled out of e-commerce,
John Lewis is matched in its new move by rival department store
Debenhams, which has revamped its e-commerce presence, adding the
ability to monitor and personalise the way users navigate the
site.
Using a customer relationship management application from software
supplier Blue Martini, Debenhams can build user profiles, allowing
the company to push relevant promotions, adapt online advertising
and change the feel of the site according to individual shopping
habits.
The site, www.debenhams.com, allows customers to check stock
availability before proceeding to pay.
"On a Web site, you do not have much time to make an impression -
if someone hits your site, you know they are looking to buy, so it
is important that you do not give them any reason to leave," said
Simon Hawkes, e-commerce director at Debenhams. "The site is part
of our business rather than an add-on and we are able to generate
loyalty to the whole brand rather than a single channel."
Further Information:
www.johnlewis.comwww.debenhams.com