What: a new service in order to reinforce proximity between customers and the retail brand

Why is it important: one can wonder how this translates into actual sales. If the real pitch is to give impartial advice, nothing could prevent customers from buying recommended products from a cheaper, online, provider. We believe at IADS that any initiative looking at reinforcing proximity should, at some stage, aim to generate traffic (especially instore).

John Lewis launches “All things baby”, a 30-mn consultation service with parents-to-be, to advise them on how to prepare the arrival of their baby with impartial advice. A virtual nursery service had already been launch in April during lockdown. Parents can also receive advise on what to buy to prepare the arrival of the baby.

John Lewis launches new All Things Baby nursery services 

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• John Lewis launches virtual experiences