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John Lewis

John Lewis ‘back to its roots’ with renewed Never Knowingly Undersold campaign
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John Lewis has announced the reintroduction of its Never Knowingly Undersold (NKU) price promise – and analysts have generally welcomed the move as the retail giant looks to consolidate its place in an increasingly competitive and price-sensitive UK landscape.

Zoe Mills, Lead Retail Analyst at GlobalData, says the resuscitation of its NKU price promise, coupled with an updated narrative on its proposition, highlights a return to its roots that will be crucial to competing in a highly price-sensitive retail market.

“John Lewis has been in an identity crisis since it culled its NKU price promise over two years ago,” Mills says. “In 2022, its shift in focus to “everyday value and quality” was not enough to contend with its closest competitors across home, electricals, apparel, and beauty. This updated initiative will reassure its existing customers on price and make some headway in enticing back lapsed shoppers that had turned to its competitors.

“Now that price has returned to its mantra, consumer sentiment surrounding value for money at John Lewis should improve, particularly as the cost-of-living crisis has scarred shoppers’ finances. With price matching against 25 retailers, including, notably, Amazon’s electricals proposition, GlobalData anticipates that this will put John Lewis on the front foot as we enter the golden quarter.

“Limiting the extent of the price promise to 25 retailers will make the promise more manageable, and while it may lessen its impact with shoppers, it does include some online specialists that were excluded from the previous promise, and the list is made up of the retailers that its shoppers are most likely to compare it with.

“Celebrating 100 years since NKU was first launched, John Lewis intends to adapt this service over time to react to the changing retail landscape so that it does not face the dilemma that caused it to ditch the promise in 2022. It expects the relaunch to accelerate sales but, with the inclusion of online retailers such as Amazon, it is going to have a negative impact on gross margins.”

Photo by Daniel Adesina on Unsplash

John Lewis offers brand partners new online campaign management tools
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John Lewis has announced a suite of new retail media capabilities, which it says will help brands connect with customers shopping on its website, enabling them to create and manage their own campaigns, including via banner ads and sponsored product listings.

It also offers users a clear dashboard showing exactly how their campaigns are performing, how customers are engaging, and how many sales are coming through.

Brands can maintain always-on campaigns, and quickly adapt to seasonal trends and sales peaks such as Back to School and Black Friday. In addition, thanks to real-time data and performance metrics, brands can measure the impact of their initiatives right down to the individual product level and search terms.

The options have been delivered in partnership with Epsilon, the global advertising and marketing technology company which recently launched a similar offer for Waitrose.

As well as helping household names connect with millions of customers, the new options can also be particularly helpful for helping customers explore new brands that are relevant to their search and browse activity.

All ads are carefully reviewed by John Lewis’ in-house team to make sure they are suitable, beneficial and relevant for customers.

The investment underscores its dedication to improving the customer experience by better connecting individuals with the brands they care about, at the right time in their purchase journey.

Jemma Haley, Retail Media Business & Proposition Strategy at John Lewis, said: “While retailers have long been advertising on their own websites, we want to improve the experience, and make it even easier for customers to connect with the brands and products that meet their needs.

“As part of this, we’re providing brands with more targeted and relevant ways to connect with customers. Our shoppers are unique in terms of the ways they research, browse and buy, and we need to be ready to meet them in the moments they are ready to purchase or engage with a brand.”

Owen McAdam, Trade Marketing Manager, BSH UK & Ireland, commented, “John Lewis’ sponsored product ads performance is exceptional, driving both awareness and sales. Placing our Bosch and Siemens products in a prestigious setting like John Lewis helps to maintain a premium image and resonates with discerning consumers. The platform’s ease of use, campaign control, and transparency make it an invaluable tool for our marketing strategy.”

Epsilon’s Regional CEO Europe, Alban Villani, added: “John Lewis offers a unique and scaled audience across its online and in-store environments. People visit John Lewis in search of inspiration, to validate their research and to make purchases that often initiate a longer-term brand relationship. It’s a real opportunity for brands to evolve their strategies beyond performance goals to think about how they engage customers in ways that build awareness and loyalty.

“We look forward to supporting John Lewis further as they continue to test and learn across categories and build an even more impactful omni-channel media proposition for brands.”

VIDEO: John Lewis paid Elton John £5m to be in its Christmas ad
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When we see it, we’ll probably think it’s either another piece of creative/marketing genius from the Partnership, or a depressingly early opening salvo in this year’s retailer Christmas TV ad wars.

Either way, you’ll not be surprised to learn that Elton John’s cameo in the upcoming John Lewis Christmas 2018 TV ad cost at awful lot of money (fresh from the awful lot of money he was paid for a cameo in the recent Kingsmen sequel). £5 million pounds, in fact.

That’s half the ad’s reported £10 million budget. Ouch. To be fair though, he does provide the soundtrack.

And if that’s not enough, John Lewis last week dropped another high-budget ad in the form of a Bohemian Rhapsody-themed school play re-branding exercise (John Lewis becoming ‘John Lewis & Partners’ and Waitrose ‘Waitrose & Partners’).

You can watch the whole thing in its two and a half minute glory here:

Which Xmas TV ad was the most ‘emotional’?
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There are a few traditions we have all become accustomed to in the lead up to Christmas, from Black Friday to the Coca-Cola truck, but the one that generates the most debate in marketing circles now is the Christmas TV ads.

We all have our opinions on the ad we find the funniest, most emotional, most Christmassy, but who REALLY made the best Christmas commercial last year?

Leading Conversion Optimisation agency Endless Gain specialises in using biometrics and psychology to understand human emotions and behaviour, and has apparently discovered the answer.

Garret Cunningham, Chief Operations Officer at Endless Gain said: “We focus on understanding consumers’ emotions when they engage with our customers’ websites. By understanding their emotions, we can then optimise them, reducing negativity and helping our clients be sure the experience consumers have when visiting their website is positive.

“With the ability to measure an individual’s emotional response to stimulus, such as websites, images and videos we thought it would be fun to turn this to the Christmas TV ads and stretch our analytical muscles to see what we can uncover.

For the study, Endless Gain chose six ajor retailers (Asda, Aldi, Argos, John Lewis, Marks and Spencer and very.co.uk) and analysed which ad created the greatest emotional response from the UK public – whether that reaction was positive or negative – and how that influenced their brand recall and preference.

Results covered:

  • Who created the most engaging ad
  • Was this driven by positive or negative emotions
  • Which ad made us feel good for the longest
  • Who failed to ignite the hearts of the audience
  • Who achieved peak joy

Analysis found that Aldi had the most engaging advert, 30% of the ad’s length the audience registered a significant change in emotions. M&S had the second highest level of emotional arousal (22%), followed by Asda with less than  15%. Regarding memorable ads, Aldi, Asda John Lewis and M&S all rated highly, while Argos and Very failed to make an impression.

The full report can be accessed below.

Who made the best Christmas TV advert this year? Biometrics has the answer…

Over a third of Brits more excited for Xmas ads than movies
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Data from the Advertising Association (AA) expects seasonal advertising spend to be its largest ever, with advertisers investing nearly £6 billion during Q4 2017.

The figure has risen steadily since 2010 with a YoY increase of  37%, as businesses compete with each other for a share of the Christmas retail market.

The biggest spenders include John Lewis, Marks & Spencer, Aldi, Argos, Asda and Sainsbury’s with all having already launched their Christmas campaigns.

Data has also revealed that 33% of the UK public is more excited about the flagship Christmas ads than the movies showing over the period, while 47% have been moved to tears by a Christmas ad they’ve heard or seen. 16% have also changed plans to catch a premiere of their most anticipated Christmas ad.

“Christmas is a key time for advertisers large and small. In recent years, marketers of businesses using emotive Christmas advertising have won some of the industry’s biggest awards. Businesses delivering advertising with emotional resonance can be rewarded with powerful, long-term effects into the new year and beyond,” said Karen Fraser, director at think tank Credos.

LinkedIn joins ASOS and John Lewis for marcomms campaign…
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The world’s largest online professional network, LinkedIn, has joined forces with retail companies John Lewis and ASOS with the launch of its new international B2C and B2B marcomms campaign, designed to drive awareness of its ‘Jobs’ function as well as support engagement amongst its global members.

‘The Way In’, which is a content-led marketing campaign, focuses on delivering inspirational stories from LinkedIn members who love their jobs, and details how professionals can achieve greater fulfilment from their careers. The integrated campaign features dedicated content, social and PR elements that will run from throughout the month of October, and marks the brand’s biggest UK campaign of the year.

Content is hosted on the campaign’s microsite and includes member and recruiter interview videos from ASOS and John Lewis. Additionally, ASOS UK headquarters have opened their doors to produce 360 degree videos that provide a behind-the-scenes look at the eTailer’s operations.

Director of consumer marketing, EMEA at LinkedIn, Peter Maxmin, explained how the campaign was created: “Being fulfilled in your job plays a big factor in both your personal and professional happiness and development. It seemed natural for us to develop a campaign that inspires professionals to think about what they love about their jobs and how to be more fulfilled in their careers. It’s great to be teaming up with some of the world’s biggest and most recognisable brands to help people find the way into their dream career.”

‘The Way In’ will also include comprehensive research conducted across eight markets: the Netherlands, UK, the US, Germany, France, Australia Canada and Singapore.

To find out more about campaign, visit: lnkd.in/thewayin.

 

You can also join the conversation on Twitter using @LinkedInUK #TheWayIn