NEW MEDIA: NEW MEDIA CHOICE/JOHN LEWIS.COM

Gerry Hopkinson, Head of marketing, Citria

Gerry Hopkinson, Head of marketing, Citria

Site: www.johnlewis.com

When I heard that John Lewis had launched an online shopping service, I was both very excited and very worried. I was excited because, as a huge fan of its no-nonsense approach to retailing, I hoped it would work well on the internet, and worried because it might be tempted to funk up for the cyber crowd - and come across a bit like William Hague at the Notting Hill Carnival. Happily, my fears were unfounded.

It is clear from the simple navigation, and small product range, that John Lewis is aiming its offering at loyal customers who may be coming to the internet for the first time.

The overall impression is one of serenity, security and comfort - something one has come to expect from John Lewis.

While there are some great product shots in typical JLP style - very basic and very useful, there are some vague, soft-focus images that are a waste of space and don't fit with the company's overall image. When you have a great brand and a successful formula, you shouldn't mess around with it.

No one goes to John Lewis because it's trendy - yet there is something incredibly modern about its overall approach.

What's more, the internet lends itself to JLP's way of retailing - simple, honest and helpful without too much fuss. The site has been designed in such a way that both internet veterans and newcomers would feel comfortable shopping on it. If we could only lose those dodgy photos.



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