UK's John Lewis says we're in the age of the "master shopper"

By

Cajsa Lykke Carlson

Published
Oct 16, 2015

British shoppers are taking control of the omnichannel shopping environment, says UK department store retailer John Lewis.

The company's annual Retail Report found that "master shoppers" now use a combination of many research, browsing, purchase and collection methods to create a bespoke shopping experience. Customers use both online and in-store shopping, with the number who bought from both channels increasing by 9% in the last year.

"2015 will become known as the year the master shopper came of age," says 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."

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Reassuringly for brick-and-mortar stores, the "Master Shopper" still sees a trip to the shops as a key part of the shopping experience, but shopping trips are increasingly linked to pleasure and leisure time.

John Lewis has also seen an increase in "social shopping" as customers use social channels to decide what to buy and to engage with their friends. The retailer said its Instagram channel has grown by 338% since last year. Street adds: 'Our shops are changing to become more inspirational and multi-purpose than ever before. We're helping facilitate our customers' ability to shop anytime, and anywhere, and to make their user journey the most flexible it has ever been. Shopping today is less about 'I need it now' and more about 'I need it flexibly, when I want'.'