The new children’s concept, in John Lewis’ Oxford Street flagship, takes the shopper through the heart of each category, from fashion, nursery and travel, to footwear, toys and crafts. The total experience is improved, including layout, lighting, merchandising, digital integration and customer service.
Individual product groupings create specific zones, shop-in-shops, held together by a singular design style and merchandising method. Each specific zone carries a unique element, to enhance the experience in that area. Multichannel is built into the structure of the space – not just a narrow shelf with a functional terminal, but a generous space to browse and buy in the heart of the store, supported with literature and samples when appropriate.
Graphics supporting these terminals are a call to action, encouraging customers to shop both online and in-store. This concept is benchmark in the UK; there isn’t a more authoritative and attractive space to shop this merchandise on the high street. It is a store that competes with, and compliments the JLP online offer perfectly… this is what department stores are built for.