Through creative advertising and a strong sense of brand John Lewis are a company that’s omnichannel marketing stands out from the crowd. This week we have an exclusive interview with Apps World speaker Seinne Veit gives her insight in to how Mobile Marketing is vital for John Lewis and what is getting her really excited in 2016.
Can you tell us a bit about who you are and what you do?
I’m Director, Online Product. My role is to continually optimise our digital shopping estate for customer happiness and business growth. This includes johnlewis.com across web, native Android and iOS apps and digital in shops.
Millennials have become a part of most brands strategy, how best can a brand engage will millennials?
Millennials are interesting in that they are both highly digital, and within that mobile, but also love experiences – so shops need to be engaging and entertaining physical experiences but also accessible 24/7 on their mobiles. They also engage in social media like instagram for ideas and inspiration, and YouTube – which is why we work with people like Jim Chapman.
To what extent is brand engagement driven by a sense of community?
John Lewis has been part of British communities for 152 years and our shops and the Partnership as a whole are very engaged in local community life. On an individual level the John Lewis brand has at its core trust – that we will provide great service, impartial advice and that we are never knowingly undersold which underpin our presence in communities.
ROI is always a key factor in ensuring stakeholder approval, how can community engagement drive ROI?
Partner and Customer happiness underpin commercial growth and community engagement is very much a part of this for John Lewis.
How have John Lewis embraced the omnichannel opportunity?
We have been innovating for 152 years and continue to do so: we were early to adopt online when we bought Buy.com in 2001 and were also able to exploit the convenience of click and collect not just into John Lewis shops, but also Waitrose supermarkets, providing hundreds of locations for customers to collect their purchases. We have continued to keep pace with innovative new uses of technology, such as adding the myJL card and kitchen drawer to our apps and website so that our customers always have access to their loyalty card and receipts for both online and offline purchases. We also work with startups through JLAB to ensure that we support and can bring new technologies and ideas into our business.
To what extent is retention a key part of mobile marketing strategy?
Our myJL card is a key way we reward customers for their loyalty and provide them with valuable offers, sneak previews and events and useful features, however, trust is at the heart of everything we do.
What do you think one of the most exciting innovations in mobile will be this year?
Visual search and voice are key new technologies that we are already using and which we will see growing. We have also trialled augmented reality and will continue to test and learn in this space.
Why are you looking forward to speaking at Apps World London?
It’s great to able to hear and learn from others in the field of apps as well as share our experiences in order to help other businesses create better customer experiences. London is at the center of a lot of mobile innovation, so it is great to bring that into one space.