John Lewis opens virtual Christmas shop for first time

The virtual store allows customers to walk through its Oxford Street branch in 3D, click on products that interest them and buy seasonal lines.

The initiative is the latest example of retailers seeking to make more of their bricks-and-mortar stores, many of which have suffered footfall declines during and after the coronavirus lockdown, by deploying digital technology to deliver customer experience or service.

John Lewis said that customers have been buying Christmas products earlier than in the past, and that sales are up 112% year on year. 

Inside the store, John Lewis has created a ‘Christmas forest’ featuring 40 styles of tree and a ‘festive footpath’ through 1,332 baubles and 1,500 lightbulbs. The offer has been themed in seven artistic styles, such as Art Nouveau and Impressionist. 

As people continue to spend more time at home, John Lewis expects home goods to sell well.

John Lewis head of Christmas Dan Cooper said: “We know that Christmas might look a little different to our customers this year, with smaller celebrations at home and  video calls to loved ones. 

“But we also know that many are looking forward to the small joys that the festive season brings, from decorated fireplaces to wreaths on doors. Our customers are planning earlier than ever to revel in the festivities and likely spread out the tasks to avoid any last-minute rushes. 

“This year, we have created a Christmas shop that will delight and inspire our customers, but we have also focused on making it a simple journey that means they can tick off their list happily and safely.”

John Lewis will also open Christmas shops in all its branches between today and October 5.