D&AD JOHN LEWIS

Reinvent home delivery for John Lewis

How can the in-store experience be emulated online to provide a home delivery service which is equally aspirational and desirable? By bringing John Lewis home.

This solution aims to build upon the personal aspects of the John Lewis brand by using a letter as a tool to communicate and engage with the customer in a familiar context. Receiving a parcel from John Lewis should feel akin to receiving a letter from an old friend.

John Lewis would reward its loyal customers by allowing them to a collect stamp every time they make a purchase. Once a certain amount of stamps have been collected, they can be redeemed in store for exclusive discounts or rewards at the in-store John Lewis cafés. This would serve as a means to encourage online shoppers to experience John Lewis in-store, as well as online.

A personalised homepage would appear on the website and would display the customer’s current collection of stamps allowing the customer to keep track of their order history and encourage further purchases via the website.

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Graphic Designer