This article is a summary of David Walmsley's presentation during the Omniture Summit in London on April 21st 2009. David is Head of Web Selling at John Lewis Direct, a leading UK retailer.
Key messages:
- John Lewis Partnership founded in 1929.
- Partnership is owned in trust for the benefit of 68,000 partners.
- Johnlewis.com launched 2001.
- 2007 sales reached £268M
- 45,000 products online for sale.
- Seamless shopping experience between online and offline.
- 3 building blocks:
1. having the right organisation - a structure focused on the customer,
2. developing an analytics-driven culture
3. obsessing with the customer experience.
- Approach:
1. getting the worldview right,
2. test and learn (small changes with hypothesis)
3. insight into action
- Example #1: optimization of the check-out. Several minor changes which make a huge difference at the end.
- Example #2: a battery of testing for the delivery options wording testing has been done.
- Example #3: understanding behavior for gender shopping (for instance: women shopping for men's clothes)
- Future trends:
1. increasing focus on personalizing the experience with better targeting, merchandising, etc.
2. fragmentation of messages/conversations rendring classic segmentation and data methodes largely redundant
3. customers collaborating over what they see, where and when, diminishing role of push/broadcast targeting.
Note: this post has been written live. Please excuse any typos and brievety.
