The Challenge
John Lewis & Partners, one of the UK’s leading retailers, set out their five-year strategic plan in 2020 with a focus on expanding digital, virtual, and delivery services to get closer to their customers. This strategic transformation accelerated their omnichannel digital business. Kevin Isaacs, Strategic Initiatives Manager at the retailer commented, “Driving efficiency and scalable solutions is at the forefront of how we need to work.” Johnlewis.com has grown significantly, up 73%, and in 2020 was 75% of the brand’s sales, up from 40% before the pandemic. With fast digital growth and fewer resources, data-based decision-making has become crucial.
John Lewis & Partners’ “Quality & Value” pledge delivers a consistent pricing message to benefit their customers. John Lewis & Partners’ ANYDAY own-brand range spanning fashion, homeware, technology, and nursery is a key element of the “Quality & Value” pledge, leading on great value, rather than reacting to other retailers’ price changes.
“There is always a need to understand our price position in the market – we always want to offer the best value. It’s also important to understand more about the support and services offered around the product that drives customer satisfaction.” — Kevin Isaacs, Strategic Initiatives Manager
ANYDAY, launched in the spring of 2021, is the most successful brand launch in John Lewis & Partners’ history and already has over two million customers, with 25% of those customers new to John Lewis & Partners. “We want to ensure that what we’re offering on own-brand is competitive, and the best a customer can get out there,” said Kevin Isaacs, Strategic Initiatives Manager. Impressively, ANYDAY has made over £125 million in sales since that launch. The success of the brand has the retailer expanding ANYDAY with new collections and ranges.
“If we’re planning on bringing in a new brand, using EDITED we can instantly see where else that brand is sold, and get a view of whether that brand would be right for our business or not. This has enabled us to make better decisions more quickly.”
The Solution
John Lewis & Partners has worked with EDITED since 2017. The retailer had initially used the EDITED Market Intelligence technology to make sure they always had the most up-to-the-minute information on the market.
“With EDITED we can get up-to-date information on a daily basis, and we can really quickly see what’s changed. It is obviously a really efficient way for our teams to work.” — Kevin Isaacs, Strategic Initiatives Manager
EDITED’s Market Intelligence solution supports John Lewis & Partners in providing real-time market data across assortment, pricing, and discounting. With the support of the EDITED retail strategy team, the data insight team at John Lewis & Partners can focus fully on utilizing data, increasing data literacy, and building confidence in data-driven decision-making.
“If we’re planning on bringing in a new brand, using EDITED we can instantly see where else that brand is sold, and get a view of whether that brand would be right for our business or not. This has enabled us to make better decisions more quickly.” — Kevin Isaacs, Strategic Initiatives Manager
The EDITED Market Intelligence solution also helped John Lewis & Partners identify the core pieces that their customers purchased again and again. Drawing upon market, competitive, and historical data, the retailer could create their own-brand collection that would meet customer needs at the right price point. ANYDAY prices are, on average, 20% lower than John Lewis & Partners’ other own-brand ranges.
“Our ambition is to become a more data-led business with the ability to ‘tell a story with data’ in the business as a whole,” added Kevin Isaacs, Strategic Initiatives Manager.
