GROUP PRESENTATION - A Review and Analysis of John Lewis - E-Business
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GROUP PRESENTATION - A Review and Analysis of John Lewis - E-Business

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GROUP PRESENTATION - A Review and Analysis of John Lewis - E-Business GROUP PRESENTATION - A Review and Analysis of John Lewis - E-Business Presentation Transcript

  • INTRODUCTION • The aim of this project is to investigate John Lewis e-business strategy and examine the impact of John Lewis strategy on the business. • Electronic business (E-business) is the application of ICT in support of all activities of a business. More specifically, this project will be investigating the impacts of the application of ICT into the business and how it has improved John Lewis business operations. • This will include their e-marketing and e-commerce strategy with recommendations at the end of the presentation • Slides will include phrases of information and students will explain it from research and understanding • References are at the end of this presentation A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL WEISS 2
  • INTRODUCTION (JOHN LEWIS, 2013) • John Lewis is currently one of the UK’s top ten retailers with 39 John Lewis shops, 298 Waitrose supermarkets, an online and catalogue business, a direct services company, one production unit and a farm • Despite being the UK’s favourite department store, John Lewis knew that there was significant potential to increase their online annual sales and they realised that having a multi-channel customer was worth more on average 3.3 times more than a shop-only customer shopping on average 6 times a year (The Marketing Society, 2012) A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL WEISS 3
  • RESEARCH AND INVESTIGATION INTO JOHN LEWIS’ E-BUSINESS STRATEGY (THE MARKETING SOCIETY, 2012)  E-Commerce Growth (John Lewis realised people interacting with brands more with multi-channel customers will see an increase in sales) • Refocused it’s whole strategy on E-Commerce – the following 3 slides explain what’s being invested and focused on  Never Knowingly Undersold – Unique JL slogan • Giving customers a refund if their shopping would’ve been cheaper elsewhere (Sainsbury’s, Tesco’s, Morrison’s, Asda) • Immediate effects of this new policy were shown in sales and market share as goods went from challenging year on year - significant double digit growth A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL WEISS 4
  • A REVIEW OF JOHN LEWIS’ E-MARKETING & ECOMMERCE STRATEGY (THE MARKETING SOCIETY, 2012) E-Marketing – “E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to the customers, and for managing relationships in ways that benefit the organization and its stakeholders. (Armistead, 2006) E-Commerce – Electronically Mediated Information exchange between an organization and it’s stakeholders A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL WEISS 5
  • A REVIEW OF JOHN LEWIS’ E-MARKETING & ECOMMERCE STRATEGY (THE MARKETING SOCIETY, 2012) John Lewis’ Strategies were focused on (expanding customer base):  Fashion – Guest editors commissioned to establish catwalk previews, “Get the Look” guides, new online marketing programmes were developed including contextually linked advertising, UK’s first geoclimatic banners for JL fashion  2010/2011 Fashion accounted for 25% of johnlewis.com sales  Fashion also accounted for more than 25 per cent of the total online profit in 2010/2011The Launch of  Facebook – Talking about page, sharing links, news, updates, vouchers, product info  Twitter – Direct target tweets, hashtags, interaction with customers(Twitter, 2013)(Econsultancy, 2013)  YouTube – Partners, Sharing, Directed ad to target market, available on multiple multimedia devices (Phone, Tablet, Desktop)(YouTube, 2013) A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL WEISS 6
  • A REVIEW OF JOHN LEWIS’ E-MARKETING & ECOMMERCE STRATEGY (THE MARKETING SOCIETY, 2012) John Lewis’ Strategies were focused on (expanding customer base):  Click & Collect – customers order online, pick up later, also other destinations (Telegraph, 2013a)  Window Shopping – Turning Windows into a direct selling tool  iPhone App - up to date with latest info for JL , also can purchase[Apple App Store]  Free WiFi – quicker speeds with JL website at JL store (Marketing Week, 20121  Bringing Partners and E-Commerce together - PACT  Technology in the brochures and the Christmas Ads A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL WEISS 7
  • COMPETITOR ANALYSIS (MARKS AND SPENCER, 2013) Marks and Spencer Multi-channel retailer Similar target market – C1 Looking to both expand to a younger audience John Lewis set to steal the crown from M&S - £4.2bn in sales Continuous Revenue in sales will make John Lewis be Britain’s favourite store (This is Money, 2013) A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL WEISS 8
  • COMPETITOR ANALYSIS (MAIL ONLINE, 2010) • Mail Online compared the two companies John Lewis and Marks and Spencer of which is loved more Compa ny Layou Fashio t n Home ware Food Custom er Service Conclusio n John Lewis 4/5 5/5 5/5 4.5/5 5/5 23.5/5 M&S 2/5 4/5 2/5 4/5 3/5 15/25 A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL WEISS 9
  • COMPETITOR ANALYSIS (THE TELEGRAPH, 2013B) Which is best? John Lewis or Marks and Spencer? John Lewis Marks and Spencer Neither A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL WEISS 10
  • EVALUATION  Recommendations and Conclusions:  John Lewis far superior than Marks & Spencer  Online Mannequins • Online Gaming – Dress-ups for children dressing parents • Keeps children occupied with parents while suggesting outfits  Potential aim at males – potential market for single male parents • Benchmark with Top man, H&M  Experimentation preview of dress before purchasing - Google  Stay aware of external environment – competitors can arise such as Primark, Tesco, Morrison's, Google A REVIEW AND ANALYSIS OF JOHN LEW IS - OLUFEMI COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL WEISS 11
  • REFERENCES 1. Armistead, C., 2006. Introducing the Business School, Bournemouth: Bournemouth University. 2. Econsultancy. (2013). How John Lewis uses Pinterest, Facebook, Twitter and Google+. [Online] Available at http://econsultancy.com/uk/blog/62119-how-john-lewis-uses-pinterest-facebook-twitter-and-google [Accessed 21st November 2013] 3. John Lewis. (2013). More About Us. [Online] Available at http://www.johnlewis.com/customerservices/information-about-john-lewis [Accessed 19th November 2013] 4. Mail Online, (2010). M&S or John Lewis... which is Britain's best loved store?. [Online] Available at http://www.dailymail.co.uk/femail/article-1241205/Marks--Spencer-John-Lewis--Britains-best-lovedstore.html [Accessed 21st November 2013] 5. Marketing Week. (2011). John Lewis boost stores with digital strategy. [Online] Available at http://www.marketingweek.co.uk/sectors/retail/john-lewis-boosts-stores-with-digitalstrategy/3031198.article [Accessed 19th November 2013] 6. Telegraph. (2013a). Click and Collect – the new way to go shopping. [Online] Available at http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9785532/Click-and-collect-the-newway-to-go-shopping.html [Accessed 21st November 2013] 7. Telegraph. (2013b). Which is best… John Lewis or Marks and Spencer? [Online] Available at http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10309202/Which-is-best...-JohnLewis-or-Marks-and-Spencer.html#disqus_thread [Accessed 21st November 2013] 8. The Marketing Society. (2012). 2012 winner: John Lewis, E-Commerce - Case Study. [online] available at https://www.marketingsociety.co.uk/the-library/2012-winner-john-lewis-e-commerce-case-study [Accessed 19th November 2013] 9. This is Money. (2013). John Lewis set to grab retail throne from M&S: £4.2bn sales put it on course to be Britain's favourite store. [Online] Available at http://www.thisismoney.co.uk/money/markets/article2414960/John-Lewis-set-grab-retail-throne-M-S--4-2bn-sales-course-Britains-favourite-store.html [Accessed 21st November 2013] 10. Twitter. (2013). Targeting. [Online] Available at https://business.twitter.com/targeting [Accessed 19th November 2013] 11. YouTube. (2013). Video Ads move people to choose you. [Online] Available at http://www.youtube.com/yt/advertise/why-it-works.html [Accessed I19th NovemberL E W I S - O L U F E M I A R E V I E W A N D A N A L Y S S O F J O H N 2013] COKER, IFEDAYO ADETUNJI, DAVID LEMOS, MITCHELL WEISS 12