John Lewis is consistently ranked one of the top online shopping destinations in the UK, and for good reason.
The retailer embraced ecommerce early on and successfully moved with the times, providing services in online settings while continuing to make a virtue of its 150-year brand heritage.
In its full-year sales to January 2017, online was the main driver of growth, with sales up 16.2% on the year before.
“We integrated our online platforms so that our mobile, desktop and app can seamlessly offer the same shopping experience whichever platform our customers use,” the retailer said at the time.
In terms of lingerie, online makes up around 20-25% of sales, with 22 brands, from Calvin Klein to Triumph, stocked on the website.
Eager to be seen as a multichannel retailer, John Lewis’ online lingerie department also drives traffic to it stores, encouraging customers to book an appointment with its fitting experts.
Across social media, John Lewis has enjoyed a steady increase in Facebook likes and Twitter followers over the last 12 months, while its Instagram followers have climbed an impressive 600% over the last two years.
Looking at the break down of John Lewis’ traffic, the majority of visitors to the website are based in the UK (84.1%), with the US and Japan being the retailer’s next biggest markets.
The business has 6,319 websites linking to its online store, contributing to its sky-high UK Alexa ranking.
Going forward, John Lewis CEO Paula Nickolds, who joined the business 12 months ago, wants to create a new retail model, where all channels are fully merged.
“The era of channel [either online or store] is over. What we’re really embarking on now is a world, where for consumers, channels are completely merged and we need to think that way,” she told BBC News in March.
“When I’m talking about reinventing the department store, I’m not talking about physical space, I’m talking about the holistic provision of services that a department store can provide.”
Shops, she said, have to be more experience-led, where people go “for a mooch”.