John Lewis mulls entry into mobile phone sector

John Lewis: ponders move into the mobile phone market
John Lewis: ponders move into the mobile phone market

John Lewis is reportedly weighing up a move into the lucrative mobile phone market as part of its strategy of using trust in the brand to diversify its product range.

The department store chain is currently experiencing booming sales of consumer electronics and has told The Daily Telegraph that a move into the mobile phone sector is "definitely on the radar".

A move into mobile phones fits into the John Lewis strategy of carefully considering any product extensions.

Last year, marketing director Craig Inglis told Marketing that John Lewis was careful not to "go into some random other diversifying product area and try and over-leverage the brand".

He added: "There are so many areas we could potentially go into…and in electricals, people would want more than just the electrical products."

News of a potential entry into the mobile phone sector comes as John Lewis focuses on extending its broadband offer and it has today unveiled a deal that will allow all customers six months free broadband when they buy any web-enabled product.

The department store chain claims it currently sells five tablets every minute, meaning a large number of customers would be exposed to its broadband offer.

Adam Brown, buyer of tablets and telecoms at John Lewis, said: "Consumer demand for internet enabled technology has never been as high – 80% of the technology products we sell are internet-ready.

"We know that many consumers are left disappointed by the level of customer service they get from their broadband provider and frustrated at misleading and complicated offers, so we're determined to bring John Lewis levels of excellence, simplicity and value to the broadband market."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer