john lewis case study

FD Social Media - Task 2 : May 2013

Chris Moore

1st store opened in 1864 on Oxford Street, London39 John Lewis stores across the UK, 291 Waitrose supermarketsOnline and catalogue business84,700 full-time employees (partners)

Demographics

The core John Lewis shopper - 45+ female

The target shopper - 35-44 female New initiatives including “Edition” magazine

and social media platforms are aiming to attract a younger market.

Aims & Objectives

To be an “aspirational” brand

Quality products Exceptional customer service To honour the “Never Knowingly Undersold”

promise Create the perfect shopping experience

Facebook

Account created in 2010645,727 likes5,438 talking about this50,997 were here

Competitions/Promotions

“Guess The Gift”

“New Year, New Start”

Twitter

Twitter account created in October 201055,403 followers9,729 tweetsAverage of 10.5 tweets per day

John Lewis Christmas Advert 2012 – The Journey

4,085,250 views on YouTube - 18,702 likes & 926 dislikes

3rd most popular video on YouTube worldwide during launch week.

347,979 total social media shares Mentioned in 334,248 Facebook updates 484 blog posts. 29,173 mentions of John Lewis on Twitter for the week

since launch *statistics supplied by “Campaign”

Google+

121,367 have John Lewis in their circle

Average 10-20 +1s per post

Pinterest

2,496 followers

29 boards 1,113 pins

Mobile app

Launched Oct 2012 for iOS & Android

Access to over 200,000 products

Barcode scanner for extra product information

Conclusions Slow starters in the social media arena Using their SM platforms to create a “buzz” for

their Christmas adverts Only have a significant SM prescence at

Christmas Trying to engage customers with attractive

content Lack of creativity Working “office hours” on Twitter & Facebook

doesn’t help to build a personal relationship with customers

Consistency of response between platforms SM outlets not given prominence on official

website Minimal linkage between SM platforms