Never Knowingly....

Stories we read in the press about (high-street) retail in the UK seem to constantly be negative, with too few stories of what's good.

Whilst they're not immune to the challenges of the sector and wider economy, hat's off once again to John Lewis! I'd like to share an experience with you which exemplifies great customer service and an organisation which has embraced change.

Firstly, we should remind ourselves that John Lewis was one of the last retail groups to yield to plastic cash in 1999, "With an increasing number of transactions over the telephone and with an eye to the Internet”

Not wanting to support gender stereotyping… but 3 days before Christmas I found myself in John Lewis getting a last couple of gifts (the bulk of Christmas shopping I’d done in November, honest!). With guests expected over the next week or so I decided it was time to replace our wine glasses and found a set which met the criteria set by my CFO (Chief Family Officer). Very happy with the new purchase.

Fast forward exactly one week, and I find myself in the same store, same day, same time and walk past the display of the same glasses, absolutely delighted to see that they’re now on offer at almost half the price! My sentiment towards both purchase and store have suddenly taken a downward turn.

Whilst at the till I mention my discontent to the lovely partner and she suggests I bring them back with the box and receipt - alas both are already winding their way through recycling. IF ONLY I’D BOUGHT THEM ONLINE!! Then I’d have electronic copies of my receipts, life would be so much easier.

But hold-on, what’s that second card I always scan at the till, the ‘My John Lewis’ card. This has a handy feature called ‘Kitchen Drawer online’ – receipts from in-store purchases are held in my online account in the JL website.

I quickly access my account and find a copy of the receipt. A couple of minutes, one signature and a scan of my debit card later and the price drop of the glasses has been credited back to my account. My momentary deflation has been replaced with re-affirmed commitment to the brand and I’m happy again with the purchase.

There are many reasons why some retailers are suffering at the moment, I believe that poor customer service is at the heart of it. On-line is convenient, easy, often cheaper, but doesn’t offer a tactile element – and customer service is, well different.

Traditional bricks & mortar retailers must offer a hybrid approach to their customer – the best of online and in-person retail and wrap both with ‘experience’.

It’s 20 years since John Lewis made the decision to start accepting ‘plastic cash’ and no-doubt they’ve invested considerable resources over the past two decades to adapt to changing trading conditions.

This makes me wonder, how many other organisations whether in retail, utilities, consumer goods or financial services are investing the right level of time and expertise to explore what the future might hold and become organizationally and process ready?

There are serious challenges on the horizon: Brexit, the future of the EU, climate change, world trade, an isolationist USA, population demographics, etc, etc. But with challenges can come opportunities – it’s imperative however that organisations across sectors, from the smallest to largest are ready to embrace change. The big question is, how much time do key people in your organisation have to consider the future and prepare for it?

Do you have ‘an eye for the internet’ or will the sentiments of your customers (shareholders, employees and partners) take a downward turn?

Here’s to 2019 and the fast approaching new decade, it’s only a year away folks!