1. Sell improve onsite sales growth
Serve increase digital engagement
Speak solid CRM strategy
Save reduce operating costs
Sizzle increase brand awareness in target markets
John Lewis
5s Framework

2. Sell: improve onsite sales growth
average order value
offer dynamic multi-option delivery - If 1 item in basket is not available for click & collect, all basket items
becomes unavailable for that option
cross-product selling: present related options through checkout process – currently hidden related
options. Need greater bundle discount options available here.
volume promotion: if average order £50, offer 10% for £75 spend or 15% at £150
lifetime value
loyalty incentives: 1. free shipping on next order 2. annual discount for reaching spend threshold
online share of business
- increase site conversion: 1. better product navigation e.g. filters on hampers 2. offer free / clear
returns policy on product pages, 3. split new customer sign up, currently all entry fields on one page
(account, billing, delivery) 4. Offer guest checkout without need to signup
- visitor volume: email subscription offer & other improved spend on acquisition channels
- mixed mode buying (mobile / click+collect option national)
- increase paid search term coverage e.g. not listing on ‘hampers’, ‘tea hampers’, aromatherapy
Key stakeholders
Marketing,
Technology,
Customer serviceJohn Lewis
5s Framework

3. Serve: increase online engagement
personalised site pages
new in, exclusives, guides, proprietary selection ‘curated selection of goods’
offer more visible lifestyle links – mens, womens, brands on main navigation
Below link should offer bundled product link:
http://www.johnlewis.com/home-garden/entertaining-cooking-
ideas/c600002263?intcmp=hp_sp_3_tea_X140314
use purchase history data
‘customers who purchased this also purchased these’, popular items
real time product tracking
allow customers to track purchases online
tailored messaging based upon live stock levels e.g. only 3 left in stock
Key stakeholders
Marketing,
Buying and
Merchandising,
Technology,
Customer service
John Lewis
5s Framework

4. Speak: solid CRM strategy
Database
Greater capture of lifestyle and online behaviour patterns
Email
Registration – does not recognise a new email address.
Offer a signup deal to ‘be in for a chance to win £x or a free hamper etc’
Share news about previous newsletters to entice customers in
Create a contest for rewarding customers or employees for boosting email capture
Use customer service team to capture email as part of providing a better service
Social
Add social sharing on email
Offer greater product linkage and product bundling ideas e.g.
http://style.selfridges.com/self-expression/selfridges-edit-best-dressed-guest
Key stakeholders
Marketing, Buying
and Merchandising,
IT, Customer service,
Instore
John Lewis
5s Framework

5. Key stakeholders
Marketing, Buying
and Merchandising,
IT, Customer service,
Instore
John Lewis
5s Framework
•Database
& analytics integration
•Improved customer
onsite behaviour data
capture
•Competitor price
monitoring
•Demand sensitive
pricing model
•Volume discount
•Product suppliers
•Warehouse
•Instore EPoS
•Delivery partners
- collect +
- click & collect
- standard delivery
•Purchase and ecomms
integration
•Real-time content
delivery
•Dynamic navigation
structure based on
product taxonomy
Ecommerce
platform
Products
CRMPricing
Save: reduce operating costs

6. Sizzle
Save: reduce operating costs
Engage through social content
- Facebook - constant product and online service photos, videos, and event information
- Fan interaction and participation
- Famous beauty editors and online magazines
Sponsorship of festivals and events linked to luxury (polo / horse trials / fashion events)
Recognise & collaborate with influencers in luxury
Fashion designers / musicians / celebrity etc
Knowledge expert in lifestyle content and events e.g. Gucci little black book
Product customisation: customise existing product lines e.g. customer inspired fashion combinations
Offer ‘Personal shopper’ programme for high value customers: assist returns, same day and bespoke
Key stakeholders
PR, Marketing,
Buying and
Merchandising,
Customer service
John Lewis
5s Framework