What: John Lewis is creating a unified retail experience by focusing on what the consumer wants and knowing the strengths of each of its channels.

Why it is important: Unified retail is increasingly being adopted across the industry.

John Lewis is focused on what the customer wants and how it can be there while also figuring out the characteristics of each channel and what makes them successful.

The John Lewis app helps unify the experience and has been an increasingly important part of the department store’s offer, as it accounted for a quarter of all online sales last year.

The retailer has seen a large number of consumers using the app and then shopping in-store and is also a great way for them to communicate their message.

As a heritage retailer, the company is focusing on educating its staff as it ramps up its digital strategy and pivots as 60% of its sales come from online.

How John Lewis is moving toward unified retail