Department store group John Lewis has proposed sweeping changes to its in-store operations as it seeks to put customer service at the top of its agenda, Retail Week can reveal.
John Lewis told its partners today of its plans, which include introducing new technology, simplifying processes and a realignment of staffing – all designed to “best meet customer demand” and increase the time that staff spend with shoppers.
The changes are likely to lead to the loss of 153 roles – about 1% of the workforce – but it is hoped this will be achieved through natural attrition and voluntary redundancies. Those affected will also be supported to apply for alternative positions at the business.
John Lewis said the “multimillion pound” investment in technology and simplification would help “improve our customer service and make sure our partners are in the right place, doing the right tasks at the right time.”
Sweeping changes
The retailer intends to adapt partner hours “to make sure we’re focused on meeting the needs of customers”. It will also change roles, ending the present distinction between front and back of store, and said such flexibility would mean more staff on the shop floor at busy times.
Additionally, there will be “greater focus on pre-trade activity and making sure that product availability is as high as possible”, plus simpler stock and replenishment processes.
John Lewis will invest £5m in new digital headsets, improving communication in stores. That is expected to reduce waiting time for shoppers and cut the time employees currently spend hunting each other down.
The department store will also introduce mobile payment to 5,000 partner devices, allowing customers to be served on the shop floor rather than at a till, which will speed up transactions, cut queues and increase sales and conversion.
Dedicated call points are to be installed in shops, such as in fitting rooms and collection areas, allowing customers to more easily ask for help.
There will also be a £1m investment in mobile printers so that missing shelf-edge labels – the replacement of which is currently a labour-intensive process – can be addressed quickly.
Tried and tested
The proposed changes follow successful trials in some John Lewis stores and mirror initiatives in place at its stablemate, food retailer Waitrose, as well as more widely in retail. These have helped Waitrose rise 67 places in the UK Customer Satisfaction Index, and there are now 17,400 more partner hours on Saturdays and Sundays when the shops are most busy.
A John Lewis spokesperson said: “While we’re proud of the customer service we currently offer, we know there are opportunities to be even better… We know our customers love our brand. Our mission now is to go further and faster in what we do to delight them every time they shop with us, to become more productive in how we work, and deliver profitable growth.”
John Lewis is in the midst of a reinvigoration programme spearheaded by Peter Ruis, who returned to lead the business earlier this year.
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