Gerry Hopkinson, Head of marketing, Citria

Gerry Hopkinson, Head of marketing, Citria


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.


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