The third annual John Lewis Retail Report which launched today confirms a new age of shopping, which the confident, flexible Master Shopper controls. The report identifies that Britons are taking control of the omnichannel shopping environment, using a combination of many research, browsing, purchase and collection methods to ensure they get what they want, in the way that they want it - a new form of bespoke shopping.
According to John Lewis, this 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% and mobile revenue grew a significant 68% 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 the retailer's customers use both physical shops and online channels, and the number who bought from both channels increased by 9%.
The report is a comprehensive review of Britain's shopping habits this year. It shows that today's customer is more savvy and empowered than ever, with powerful research tools, extensive options and engaging experiences at their fingertips.
"2015 will become known as the year the master shopper came of age," says John Lewis MD 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."
A visit 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.
Whilst shoppers are mapping out their purchasing journeys, products themselves attract different shopping behaviours. For instance, more considered purchases such as white goods, furniture and computers take on average seven or eight different interactions.
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.
Andy 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'."