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The year of the 'Master Shopper' in Britain
Oct '15
The third annual Retail Report of British department store chain John Lewis confirms a new age of shopping which the confident, flexible 'Master Shopper' controls. In a press release, John Lewis said the report identifies that Britons are taking control of the omnichannel shopping environment. They're using a combination of many research, browsing, purchase and collection methods that ensure they get what they want, in the way that they want it - a new form of bespoke shopping.

This confident new 'Master Shopper' moves seamlessly between their phone, tablet or PC, store or call centre to zero in on their purchase. Evidence of this new phenomenon reveals the proportion of traffic to johnlewis.com from mobiles increased to 60 per cent and mobile revenue grew a significant 68 per cent in the last 12 months. Also in this age of the ultra-personalised shopping journey, customers move between online and in-store shopping at their whim. Two thirds of John Lewis' customers use both physical shops and online channels and the number who bought from both channels increased by 9 per cent, the report said.

The report is a comprehensive review of Britain's shopping habits this year. It proves that today's customer is more savvy and empowered than ever; with powerful research tools, extensive options and engaging experiences at their fingertips. Shoppers now combine channels to achieve their optimum shopping journey. It's a new and dynamic form of shopping that mixes research methods, advice and shopping channels. 'Master Shoppers' should choose how to buy, what time of day or night to buy and how often they visit shops and websites.

“2015 will become known as the year the master shopper came of age,” said John Lewis Managing Director, Andy Street. “Shoppers are now more enabled and more in control than ever. It's an exciting time in retail history with John Lewis well-positioned to lead the revolution in providing the services the master shopper needs.”

According to the report, a trip to the shops remains a key part of the journey for the 'Master Shopper', particularly when it comes to touching, tasting and trying before they buy. While shops still serve a 'need it, buy it' purpose, they are increasingly linked to leisure time. An element of pleasure, inspiration and surprise has returned to the art of shopping.

Social shopping has also seen a marked increase this year. Customers are using social channels for inspiration on what to buy, engaging with their friends and the John Lewis website to research and gather information which is fuelling significant growth in the retailer's social platforms. Since last year, John Lewis' Instagram channel has grown by 338 per cent, with Pinterest and Twitter also growing by 68 per cent each. However, Facebook still remains the most popular, with almost one million followers to date, the report said. (SH)

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