John Lewis opens ‘experience playground’ new format store

The department store group’s revamped branch in Southampton will encompass wine advice and gardening, home interiors and technology tips as the retailer seeks to “explore the future role of the shop in customers’ lives”.

The shop includes “stay and play” areas where customers can interact with all that is on offer, “from makeup to gadgets”.

The branch includes a farm shop and roof garden, the first Waitrose Cookery School inside a John Lewis branch and a variety of talks and consultations from beauty to gardening. If successful, the model will be replicated nationwide.

The retailer will put centre stage “a team of impartial expert partners” to inform customer decisions and there will be “many opportunities to learn a new skill, with pop-up workshops ranging from barista and photography courses to wreath-making and modern calligraphy”.

John Lewis customer experience director Peter Cross said: “Our goal is to offer customers unrivalled access to expertise and impartial advice in as many areas of their lives as we possibly can in a way that is uplifting and inspiring.

“We know that shopping for a new gadget or beauty product can be a daunting experience, with so much choice on offer. We want to help navigate customers through that.

“Our new concept shop is an example of how we’re reinventing the department store of the future to make us stand out from the competition.’”

The rooftop garden is “filled with planted apple trees, providing a taste of rural living in the heart of the city. It will sit alongside the Leckford farm shop and café, a carefully curated assortment of beautiful lifestyle products and fresh produce”.

Technology experts will “help to demystify technology for customers in our new gadget hub called The Download. Shoppers can ask our experts how to set up their new devices, and get the best use out of them. They can also bring their purchases back into the shop for technical help.

“Customers will be encouraged to ‘play’ with the latest phones, music equipment and tablets. The specialists will also hold regular tech talks on subjects such as how to take the best selfie or family snapshot using a smartphone.”

Makeup artists will “help with personal consultations and make-up talks” in an environment “where customers are encouraged to ‘stay and play’ with cosmetics across all brands. The experts will be impartial and can recommend the right look for customers using a range of different cosmetic brands stocked in the shop”.

The changes come as John Lewis and sister grocery brand Waitrose & Partners prepare to merge in the new year, when they will be run by one executive team by owner John Lewis Partnership.